THE CONTRIBUTION OF ENDORSEMENT OF BRANDS TO CONSUMER PURCHASING INTENTIONS (A Case of Flimty Fiber Drink)

Iskandar, Shelina Laurensia (2023) THE CONTRIBUTION OF ENDORSEMENT OF BRANDS TO CONSUMER PURCHASING INTENTIONS (A Case of Flimty Fiber Drink). S1 thesis, Universitas Atma Jaya Yogyakarta.

Preview	Text (Shelina Laurensia Iskandar) 181224321_Chap 0.pdf Download (473kB) | Preview
Preview	Text 181224321_Chap 1.pdf Download (171kB) | Preview
Preview	Text 181224321_Chap 2.pdf Download (195kB) | Preview
	Text 181224321_Chap 3.pdf Restricted to Registered users only Download (209kB)
	Text 181224321_Chap 4.pdf Restricted to Registered users only Download (329kB)
Preview	Text 181224321_Chap 5.pdf Download (178kB) | Preview

Abstract

This research was aimed to study on whether there is an impact of endorsement towards consumer purchase intention. Research on Flimty Fiber was conducted and among 211 respondents, 195 qualified to be processed on SPSS to determine the significance and how much significance does it has. This research aims to help business owners create blueprints for their business’ social media advertisements by assessing celebrity endorsement attributes, namely congruency, credibility and expertise and consumers’ purchase intention, to help them determine their starting point, In amidst of the popularity of digital advertising, business owners tend to create their own digital advertisements through their social media accounts, yet some business owners find it difficult for them to determine which tools to use to make their advertisements effective.

Actions (login required)

View Item