Sport celebrity influence on sport equipment purchase intention

Sport is one of the popular activities that people join, instead of the sport there are the sport equipment that will use to performed the sport. Nowadays many of the sport equipment brand is use the sport celebrity to make the customer attract and buy the sport equipment from them, the purpose of the study is to identify the relationship attractiveness, trustworthiness, and expertise of the sport celebrity to influence the customer purchase intention. The data analysis was based on 207 valid respondents. The result from the Multiple Regression Analysis shows that the attractiveness and expertise of the sport celebrity are significant to influence the customer purchase intention. Therefore, the findings show that trustworthiness not significant to the purchase intention. Apart from that, the result of the study shows that the customer purchase intention on the sport equipment can be influence by the sport celebrity attractiveness and the expertise of the celebrity. It shows that the marketers need to focus more on the attractiveness and expertise of the celebrity to influence the customer" purchase intention.