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 [Student Project] (Unpublished)

Download

[thumbnail of PPb_FARITH AZIZI MOHAYYADDIN ABDUL KADER M BM 18_5.pdf]
Preview
Text
PPb_FARITH AZIZI MOHAYYADDIN ABDUL KADER M BM 18_5.pdf

Download (410kB) | Preview

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
Creators:
Creators
Email
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
Item ID: 21530
Uncontrolled Keywords: Customers; Buying behaviour; Celebrity endorsement
URI: https://ir.uitm.edu.my/id/eprint/21530

Fulltext

Fulltext is available at:
  • Library Terminal Workstation (Digital Format) - Accessible via UiTM Libraries
  • ID Number

    21530

    Indexing


    View in Google Scholar

    Edit Item
    Edit Item