The factors that influence student’s intention towards celebrity endorsement / Fairuz Nasri

The purpose of study is to investigate the factors that influence student’s intention towards celebrity endorsement in UiTM Kampus Bandaraya Melaka. A review of the study in each area identifies key findings, collecting results and problem statement. In addition, this paper reviews the celebrity endorsement literature review with a focus on the factors that influence student’s intention. There are attitudes, subjective norms and perceived behavioural control as the independent variable while student’s intention towards celebrity endorsement as dependent variable.

The researcher has adopted Theory of Planned Behaviour (Ajzen, 2006). The gaps that had been studying when consumer refers to the celebrity views, celebrity endorsed multi products for financial gain, false information regarding the product, high spender, change in lifestyle and behaviour. This research will be supported by a sample size of 320 students from the total population of 1711 student of UiTM Kampus Bandaraya Melaka. Furthermore, the data will be collected by distributing questionnaire to the students and the researchers will use Sampling Simple Random method (Probability Sampling) in order to gain data from the respondents.