Articlediamond2021

The Influence Of Celebrity Endorser Toward Emotional Attachment And Brand Trust That Impact To Purchase Intention

Ursula Natalia · Mohamad Rizan · Rahmi Rahmi

7 citations0/0 files storedJurnal Dinamika Manajemen dan Bisnis

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

The purpose of this study is to determine the influence of celebrity endorser on purchase intention with emotional attachment and brand trust as an intervention. This study uses a survey method as a data technique using a questionnaire that is distributed by online. The sample used in this study are 210 women who had never used ESQA Cosmetics in Jabodetabek. This study is using a purposive sampling technique. The SEM (Structural Equation Model) method that will be used in this research is using data processing tools, namely SPSS version 24 and Lisrel. The findings indicates that 1) celebrity endorser has a positive and significant influence on emotional attachment, 2) celebrity endorser has a positive and significant influence on consumer purchase intentions, 3) emotional attachment has a positive and significant influence on consumer purchase intentions, 4) brand trust has a positive and significant influence on consumer purchase intentions, 5) celebrity endorser has a positive and significant influence on consumer purchase intentions. Keywords : Celebrity Endorser, Emotional Attachment, Brand Trust, Purchase Intention, ESQA Cosmetics.

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2019Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit 2011Celebrity endorsement, brand credibility and brand equity 2020‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing 2018How smartphone advertising influences consumers' purchase intention 2019YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise 2014The roles of brand community and community engagement in building brand trust on social media 2013The influence of brand trust and brand identification on brand evangelism 2020Attractiveness, trustworthiness and expertise – social influencers’ winning formula?

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