PENGARUH TIPE DAN KREDIBILITAS ENDORSER TERHADAP SIKAP PADA IKLAN, SIKAP PADA MEREK DAN NIAT BELI
SAB’AH, SUCIA FAJRIATI
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This study explores the influence of endorser type (celebrity and non-celebrity) and endorser credibility (high and low) on purchase intentions. It research explores the mediating effect of attitude towards the advertisement and attitude towards brand. The research used experimental research. Its indicate that the higher celebrity endorser of thev endorsers featured in an advertisement, the higher the purchase intentions of consumers. In addition, attitude towards the advertisement and attitude toward brand seem to have a substantial mediating effect on the relationship between endorser type and credibility to purchase intention.