The influence of sports celebrity endorsement on consumer's purchase decision / Mohamad Nazlan Tumirin

Tumirin, Mohamad Nazlan (2018) The influence of sports celebrity endorsement on consumer's purchase decision / Mohamad Nazlan Tumirin. [Student Project] (Unpublished)

Abstract

This study aims to analyze the influence of sports celebrity endorsement on the consumers purchase decision. This is a quantitative research. The research was conducted by administered the questionnaires which 298 respondents involve in this study. The respondent was among students in Faculty of Sports Science and Recreation, UiTM Seremban. All obtain data were analyzed by Statistical Package for Social Science (SPSS) version 22. Descriptive statistic was used to identify the most factors that influence the sports celebrity endorsement on consumers purchase decision. As for inferential statistic, One-way ANOVA was used to detem1ine the difference between both variable in terms level of income.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Tumirin, Mohamad Nazlan UNSPECIFIED
Contributors:	Contribution Name Email / ID Num. Thesis advisor Radzuwan, Dr. Radzliyana UNSPECIFIED
Subjects:	H Social Sciences > HA Statistics > Statistical data H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HF Commerce > Advertising H Social Sciences > HF Commerce > Advertising > Methods. Outdoor advertising. Billboards. Posters L Education > LG Individual institutions > Asia > Malaysia > Universiti Teknologi MARA > Negeri Sembilan
Divisions:	Universiti Teknologi MARA, Negeri Sembilan > Seremban Campus > Faculty of Sport Science and Recreation
Programme:	Bachelor of Sports Management (Hons.)
Keywords:	influence, sports celebrity endorsement, consumer's purchase decision
Date:	2018
URI:	https://ir.uitm.edu.my/id/eprint/45947