PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHADAP MINAT BELI KONSUMEN

Abstract

The purpose of this study is to test whether the source credibility affects
buying intention. The influence that endorser credibility dimensions (i.e.
attractiveness, trustworthiness and expertise) have on purchase intentions of
100 young consumers has been examined. The results showed that all of the
three credibility dimensions have a positive relationship with purchase
intention.