The Influence of Celebrity Endorsement and The Advertisement Message Towards Telkomsel's Product Awareness and Its Impact on The Purchase Intention (original) (raw)
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2020
The increasing number of data services usage in Indonesia has triggered each operator (telecommunication companies) to have an actual tariff war related to the demands. Contradicted to those phenomena, Telkomsel resisted competing in the lower prices. Instead, Raffi Ahmad as the endorser for their latest internet package, which is expected to fit the role of influencing upper-class prospective customers. This study aims to determine the influence of Celebrity Endorsement and Advertisement messages on Purchase Intention through Telkomsel's Product Awareness. This study uses non-probability sampling techniques with purposive sampling approach, with the sample of 205 respondents who have seen Telkomsel's OMG product advertising on digital media. The methodology of this research is the quantitative approach and the data obtained are tested using path analysis model. Both Celebrity Endorsement and Advertisement Message have a significance influence towards Product Awareness and P...
International Journal of Engineering & Technology, 2018
This study analyzes the effect of celebrity endorsement on consumer’s attitude towards social media advertising as well as the effect of consumer’s attitude towards social media advertising on consumer’s purchase intention of smartphone brands in Jakarta. A survey was conducted on 404 university students in Bina Nusantara University. After conducting exploratory factor analysis (EFA) and multiple-regression analysis, the result indicates that consumer’s attitude towards social media advertising is positively affected by 4 factors: celebrity trustworthiness, celebrity liking, celebrity match-up with product and celebrity familiarity. Attitude towards social media advertising also has a positive impact on consumer’s purchase intention of smartphone brands in Jakarta.
The study was conducted to assess factors that can make celebrity endorsement more effective using Airtel Malawi advertisements as a case study. To achieve this, the researcher targeted Airtel Malawi customers because Airtel is fond of using celebrities to endorse its products and services and it has used three celebrities during the allocated study period. A total of 100 Blantyre based Airtel customers took part in a survey through answering open and close ended questions on a self administered questionnaires which were provided. The area was chosen because it is a commercial city and most of its inhabitants are familiar with celebrities and are exposed to celebrity marketing and the researcher was residing there during the study period hence data collection was easy. All the questionnaires were returned. Therefore, interpretation and analysis of data is based on responses from hundred respondents. Both primary and secondary data were used in the study. Data in the research was collected using content analysis of Airtel Malawi advertisements and self administered questionnaires were given to respondents ranging from 18 to 55 who are active subscribers of Airtel Malawi. Data in the study was sampled using purposive non-random sampling technique and analysis was through content, thematic and descriptive analyses. SPSS was used to summarize the data in the study. The study used the Framing Theory which was coined by Goffman, the theory suggests that the way something is presented to the audience influences the choices they make. The concept of framing is tells the audience what to think about and also how to think about that it. The findings in this study observed that celebrity endorsement is an effective way of reaching the consumers and it does affect their purchase choice. The study has also found that factors such as quality and quantity of the product or service, age of the consumers, credibility, trustworthiness and expertise of the celebrity and a bond between the celebrity and the people plays a big role in making advertisements by celebrities effective. The results of the study therefore have proved the hypothesis that celebrities alone does not influence consumers purchase choice and behavior.
Pacific Business Review International, 2015
The growing business competitions in the world have allowed the researchers to adopt different strategies to go ahead of their competitors. In the last two decades, especially, it has been seen to exploit the celebrities as their brand ambassadors to put a positive impact on the customers.The research has been conducted to wirness the advertisement communication and its impact on the customers' purchase intentions with the celebrity endorsement. The survey is conducted on the students of a business university who frequently buy and sell new mobile phones. The instrument was adopted and approved by the experts of the filed in Pakistan. The sample of 300 students filled the questionnaires and data is analysed through Regression analysis. The instrument reliability is tested through Chronbach Alpha test and Factor Analysis.The results indicate that the celebrity endorsement has put a positive impact on the cusutomers' purchase intention. The customes are inclined to purchase those models of mobile phones which are endorsed by their favourite celebrities. It is,0 on the basis of results, recommended to involve famous and attractive celebrities to introduce new models of mobile phones on the market to grab the purchase intentions of the customers.
Monaliza Armah & Harriet Fosua Attafuah, 2020
This research focuses on the use of celebrities in advertisement and its influence on consumer purchase decisions of mobile telecommunication. The study seeks to investigate how consumer make purchase decisions of the telecommunication services. This research which was undertaken at the various telecommunication services. This research was conducted using primary data sources. The field data collection involved an initial visit to the various mobile communication services and making a general assessment of the various layouts. This was followed by interviews, observations and the use of questionnaires. The measures include customer attitude towards celebrities in making purchase decisions, attitude towards customers and celebrities' appearance. From the discussion, it could be seen that management sees their customers as an essential part of the business operation and for that their choice of celebrities is a major priority. In view of this, management has set in place means of satisfying their customers to their maximum benefits, among them are: providing customers with celebrities with clean sheet record, handling customers' complains and also reducing the probability of choosing unpopular celebrities. The research found that these measures have increased customers' commitment thus retaining the existing customers and winning more customers.
2019
Celebrity endorsement will create profound brand awareness. Sensible and passionate appeals are related to the advertisement. In sensible appeals, the item is accentuated principally on its advantages and passionate appeals meet the consumer’s psychology, enthusiasm, and social prerequisites. Thus, this study would like to examine the relationship of advertisement’s influence and celebrity’s endorsements in purchase intention of Korean cosmetic products. The result reveals that both advertisement and celebrity endorsement has a strong relationship with purchase intention. Ultimately, celebrity endorsement has a strong influence in convincing netizen purchase intention towards Korean cosmetic product.
Journal of Management and Research, 3(1), 2016
The socio-economic development of Sargodha city of Pakistan has positive effects on the purchase behavior of citizen of the city. The induction of different brands in this city creates an opportunity to test the purchase behavior influenced by electronic media. The study examines the effects of celebrity endorsement in electronic media advertisements on purchase behavior of citizens of Sargodha city. Television is selected from a broad range of electronic media due to its popularity and access to the majority of population. 320 individuals are selected through multi stage sampling techniques in which participants are categorized demographically by gender, age, education, and as per income level with the ratio of 160 each gender category. Survey research method is used to acquire proper response from selected sample. Statistical analysis using SPSS describes the celebrity endorsed advertisements in TV which has significant positive impact on purchase behavior of the consumers of the study. The study reveals that customers pay more attention towards celebrity endorsed rather than noncelebrity advertisement. It is also learnt that female showbiz celebrities are more adored by customers as compared to male showbiz celebrities. In addition, customers recall level about advertisement with celebrities is higher than the advertisements with absence of celebrities. Findings further show that celebrity endorsed advertisements is more influential on purchase behavior of citizen of Sargodha.
Celebrity Endorsement and Consumer Buying Behaviour Towards Telecommunication Services
International Journal of Applied Research in Social Sciences, 2022
This study examined the influence of celebrity endorsement on consumer buying behaviour towards telecommunication services. It sought to determine the influences of celebrity credibility, celebrity attractiveness and celebrity popularity on consumer buying behaviour towards telecommunication services. Exploratory research design was adopted. Primary data were obtained from 133 telecommunication service subscribers using a structured questionnaire. Data analysis was done using descriptive statistics and multiple linear regression was adopted for hypotheses testing. The study found that celebrity popularity (? = .430; p-value = 0.000 < 0.05) had the highest significant positive influence on consumer buying behaviour towards telecommunication services, followed by celebrity credibility (? = .357; p-value = 0.000 < 0.05) and celebrity attractiveness (? = .215; p-value = 0.002 < 0.05). Therefore, it was concluded that celebrity endorsement has a significant positive influence on...
Purchase intention is the intention of the customers to purchase a product of a certain brand in the future. To increase purchase intention, a company can advertising their product and use celebrity endorsement, and those also can use to increase the brand awareness. The aim of this study is to determine the influence of advertising and celebrity endorsement on purchase intention and also to know the influence of brand awareness as the intervening variable. This research's object is Vivo V15 in Denpasar City. The number of samples taken was 150 respondents, using purposive sampling methods. Questionnaires was conducted to collect the data, measured by 15 indicators and using Likert's scale. The study used Partial Least Square as the analytical technique. The result of this research is each of advertising, celebrity endorsement, and brand awareness has a positive and significant impact on purchase intention. The result also shown that brand awareness can mediating the relationship between the effects of advertising and celebrity endorsement on purchase intention. From the result, the management of Vivo V15 have to pay more attention on the factors that influence purchase intention other than advertising, celebrity endorsement, and brand awareness.
With a huge population and many internet users in Indonesia, it has a positive affect on the economic side of the Indonesian internet. The huge number of internet users in Indonesia has resulted in a fairly rapid development of telecommunications services in Indonesia, this proven by the large number of cellular operators which compete in internet provider business. This research has intended to determine the influence of Celebrity Endorsement, Advertising, eWOM towards Purchase Intention of Smartfren internet services. The population criteria in this research are the Jabodetabek area, those respondents who have never used Smartfren internet services. The sampling technique used was purposive sampling with data collection methods through online questionnaires spread on 182 respondents. To find out those effects from Celebrity Endorsement, Advertising, eWOM to Purchase Intention, it uses the SmartPLS (Partial Least Square) software method.