ADELINE, MICHELLE (2021) THE INFLUENCE OF ATTRACTIVENESS, TRUSTWORTHINESS, AND ATTITUDE TOWARDS PURCHASE INTENTION (STUDY OF IM YOON-AH AND LEE MIN HO AS CELEBRITY ENDORSER FOR INNISFREE PRODUCT). S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.
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Abstract
This research analysed the determinants of consumer purchase intention towards celebrity endorsement. Previous studies have shown that attractiveness, trustworthiness, and attitude influence consumer purchase intention. This research aims to prove the correctness of this statement. Moreover, this research also attempts to compare between two celebrity endorsers. The method used in this research was quantitative research by means of questionnaire. The result of this research is based on the analysis from Innisfree’s consumers in Indonesia.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Attractiveness, Trustworthiness, Attitude, Purchase Intention, Celebrity Endorsement |
| Subjects: | Business Management > International Financial Management |
| Divisions: | Fakultas Ekonomi > Manajemen Internasional |
| Depositing User: | Editor 6 uajy |
| Date Deposited: | 01 Dec 2021 09:10 |
| Last Modified: | 01 Dec 2021 09:10 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/25622 |
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