Influence of celebrity endorsement towards consumer purchase intention: a case study of Jakel Trading Sdn Bhd (Segamat, Johor) / Fattematu Addella Nafis

Celebrity endorsement is one of marketing strategy to help appeal brand to new consumer. The involvements of celebrities or well-known person represent their image and promise of their brands. Celebrity endorsement has considerable influence in sales when promoting a product and brand. In addition, celebrity endorsement can influence consumer purchase intention as consumer who make a repetitious purchase and would return back to the company. Objective of this study is to identify factors that influence celebrity endorsement on consumer purchase intention at Jakel. The data of this study have been collected through a survey on questionnaire that has been distribute to 100 respondents that comes to purchase product at Jakel Trading Sdn Bhd. The result for this study has been analysed using Statistical Package for the Social Sciences (SPSS). The finding showed the factors that influence celebrity endorsement towards consumer purchase intention at Jakel Trading Sdn Bhd are expertise, respect and similarity factors. Meanwhile, trustworthiness and attractiveness factors are not significant relationship towards consumer purchase intention.
Keywords: Celebrity Endorsement, purchase intention, TEARS Model.