PENGARUH CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION PADA IKLAN PRODUK MAKANAN

PENGARUH CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION PADA IKLAN PRODUK MAKANAN

This study aims to analyze the influence of celebrity endorsers on customers’ attitude toward brand, as well as the influence of customers' attitude toward brand on customers’ purchase intention in food product advertisements. This study uses descriptive quantitative research methods using non...

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Bibliographic Details
Main Authors: Christopher Santoso, Dewi Mustikasari Immanuel
Format: Article
Language:Indonesian
Published: Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Ciputra Surabaya 2022-03-01
Series:Jurnal Performa
Online Access:https://journal.uc.ac.id/index.php/performa/article/view/2146
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