THE EFFECT OF CELEBRITY ENDORSEMENT ON CUSTOMER PURCHASE INTENTION TOWARD ONLINE PSYCHOLOGICAL COUNSELING SERVICE

Abstract

The purpose of this research is to determine the effect of celebrity endorsement on customer purchase intention based on the variables Likeability, Credibility, Personality, Attractiveness, and Expertise. This research is a quantitative research. In order to collect the data, the researcher distributed questionnaires to female followers Petite Rabbit within 15 – 24 years old. With Slovin formula, the researcher needs to spread 92 questionnaires and measure with Likert scale. The analysis tool of this research is Multiple Linear Regression and processed with SPSS Software. From the analysis, the researcher finds that variables Likeability, Credibility, Personality, Attractiveness, and Expertise have a positive and significant value toward Customer Purchase Intention.