Abstract
The purpose of this study was to examine the effect of the source credibility of celebrity endorsers such as trustworthiness, expertise, and attractiveness) on brand attitudes and purchase intentions for endorsed brands. The type of sampling used is purposive sampling with a total of 300 respondents. The analytical method used is the Structural Equation Modeling (SEM) method using Smart PLS (Partial Least Square) software. This study finds that the trustworthiness, expertise, and attractiveness of a celebrity endorser have a positive and significant effect on brand attitude and purchase intention. This shows that the better the trustworthiness, expertise, and attractiveness of a celebrity endorser, the better the consumer's positive attitude towards the brand (brand credibility). Furthermore, the better the consumer's positive attitude towards the brand (brand credibility), the higher the purchase intention that arises from a consumer.
Highlights
In the increasingly fierce competition in the business world, the company is required to create a strategy so that the company's goals can be achieved
The celebrity endorser has a crucial role on consumer purchase behavior
This study found that attractiveness positively influences the brand attitude
Summary
In the increasingly fierce competition in the business world, the company is required to create a strategy so that the company's goals can be achieved. Companies need to develop strategies to increase consumer's purchase intention toward the products they sell. The marketing communication strategy must make its products known to the public. The way that can be done so that the product can be recognized by the public is through advertising. Advertising is one of the ways used by companies to communicate with their consumers (Marselina & Siregar, 2015). According to d'Astous & Couture (2015), the use of celebrities in an advertisement will be able to optimize the process of delivering messages to consumers. Celebrities can help to attract and retain public attention in an advertisement (Kamins, 1989). Some companies are trying to create advertising content that attracts people's attention
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