| dc.contributor.author | SAB’AH, SUCIA FAJRIATI | |
| dc.date.accessioned | 2018-06-27T01:54:44Z | |
| dc.date.available | 2018-06-27T01:54:44Z | |
| dc.date.issued | 2018-04-21 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/19740 | |
| dc.description.abstract | 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. | en_US |
| dc.publisher | FACULTY OF ECONOMICS AND BUSINESS UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | Celebrity Endorser, Endorser Credibility, Purchase Intention, Experimental Research. | en_US |
| dc.title | PENGARUH TIPE DAN KREDIBILITAS ENDORSER TERHADAP SIKAP PADA IKLAN, SIKAP PADA MEREK DAN NIAT BELI | en_US |
| dc.type | Article | en_US |
