The Effect of Celebrity Endorsement on Consumers’ Purchasing Intentions Involving Career-Oriented Online Paid Courses Platforms in Indonesia

Abstract

Ed-tech has disrupted the educational landscape, especially for the past 3 years since Covid-19 started to hit. Online Paid Courses are not an exception from the common marketing method that is Celebrity Endorsement. This research aims to see what among the celebrity endorsement dimensions and other factors are considered attractive for the consumers to be transformed into the feeling of intent to purchase from the consumers. 244 data were computed with PLS-SEM analysis from people that want to enhance their career-related skills through an online questionnaire survey. The result shows that Physical Attractiveness resulted in a positive influence on Purchase Intention and Perception of Quality. Congruity of the endorser also positively influence Purchase Intention through the mediation of Perception of Quality. Negative Publicity brings out a negative impact on the relationship between Celebrity Endorsement to Purchase Intention especially when the only prominent quality of a celebrity endorser is their Physical Attractiveness. This study is made in the hope to be considered by OPC brands when choosing a celebrity endorser and to prioritize the quality creation. Future research is hoped to explore more different socio-economic, behavioral, and other factors that could affect purchase intention and even other purchasing behavior for OPC.