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.
Metadata
Item Type: | Student Project |
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Creators: | Creators Email / ID Num. Mohayyaddin Abdul Kader, Farith Azizi UNSPECIFIED |
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 |
Keywords: | Customers; Buying behaviour; Celebrity endorsement |
Date: | 2018 |
URI: | https://ir.uitm.edu.my/id/eprint/21530 |
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