ASATHIGHOH, Nizar (2022) The Effect of Celebrity Endorser on Purchase Intention with Customer Attitude as Mediating Variable. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research was conducted to analyze the role of celebrity endorsements on the intention to buy Essa skin care products. The respondents of this study were 145 people. This research was conducted in the city of Jepara. This study aims: (1). To analyze the effect of physical attractiveness on consumer attitudes. (2). To analyze the influence of celebrity credibility on consumer attitudes. (3). To analyze the effect of brand-celebrity suitability on consumer attitudes. (4). To analyze the effect of celebrity activity on social media on consumer attitudes. (5). To analyze the influence of perceived brand credibility on consumer attitudes. (6). To analyze the mediating effect of consumer attitudes that influence celebrity endorsers on purchase intentions. This research is a type of quantitative research. The population used in this research is people in Jepara who know Essa skin care and Edot Arisna. Variable measurement in this study uses a Likert scale and hypothesis testing uses the Structural Equation Model (SEM). The limitation of this research is the process, not all questionnaires were returned according to the number planned, the researchers only got 140 respondents' answers from 145 data that were distributed and there were still hypotheses that were rejected in this study.

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