Browsing Department of Economics Science by Author "SAB’AH, SUCIA FAJRIATI"
Now showing items 1-1 of 1
-
PENGARUH TIPE DAN KREDIBILITAS ENDORSER TERHADAP SIKAP PADA IKLAN, SIKAP PADA MEREK DAN NIAT BELI
SAB’AH, SUCIA FAJRIATI (FACULTY OF ECONOMICS AND BUSINESS UNIVERSITAS MUHAMMADIYAH YOGYAKARTA, 2018-04-21)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 ...