When Celebrities Sell Cakes: The Influence of Brand and Celebrity Credibility on Consumers’ Purchase Intentions

Abstract

At one time, there was a phenomenon where Indonesian celebrities opened cake shops, created brands, and opened branches in many cities.They do their marketing by relying on social media and the publicity of special television shows that indulge in the lives of celebrities and famous people.However, research on this topic is still rarely explored.Therefore, this study examines the effect of celebrity credibility, brand credibility, brand attitude, and advertisement attitude on purchase intention.Data collection was conducted in Jakarta involving 280 participants, and they were selected using the convenient sampling method.The data were processed using exploratory factor analysis and a structural equation model.As a result, brand credibility influenced advertisement attitude and brand attitude, whilst celebrity credibility affected brand attitude, and brand attitude affected purchase intention.This study expand our knowledge about celebrity marketing.

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