The impact of celebrity endorsement on customers buying behaviour towards millennials in Melaka Tengah / Farith Azizi Mohayyaddin Abdul Kader

Mohayyaddin Abdul Kader, Farith Azizi (2018) The impact of celebrity endorsement on customers buying behaviour towards millennials in Melaka Tengah / Farith Azizi Mohayyaddin Abdul Kader. Student Project. Faculty of Business and Management, Bandaraya Melaka. (Unpublished)

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Abstract

This study examines on Celebrity Endorsement and Customers Buying Behaviour. The results were collected from 346 numbers of respondents through a questionnaires. A survey consisting of 25 questions that uses a Likert Scale questions to establishing measurable values from the respondents. The data analysis intends to determine whether there are significant impact between the independent variables (Endorser Gender, Endorser Credibility, Endorser Attractiveness and Endorser Type) with the dependent variable (Customer Buying Behaviour). This study found that there were only three from the independent variables (Endorser Gender, Endorser Attractiveness and Endorser Type) has significant effect where by only one independent variable (Endorser Credibility) has insignificant effect with the dependent variable (Customer Buying Behaviour). The data has been analyzed by using SPSS software.

Item Type: Monograph (Student Project)
Creators:
CreatorsID Num.
Mohayyaddin Abdul Kader, Farith AziziUNSPECIFIED
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Marketing > Market segmentation. Target marketing
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management (M)
Item ID: 21530
Uncontrolled Keywords: Customers; Buying behaviour; Celebrity endorsement
Last Modified: 01 Nov 2018 08:27
Depositing User: Perpustakaan UiTM Cawangan Melaka UiTM Cawangan Melaka
URI: http://ir.uitm.edu.my/id/eprint/21530

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