The Effect of Celebrity Endorser Perceived Credibility and Country of Origin Image towards Purchase Intention of Skechers Apparel in Indonesia

As the global competition is intensifying, the strategy implemented by producers and retailers should be pertained globally to achieve the purchase intention of customers. The purpose of this paper is to investigate the effect of country of origin image and three dimensions of celebrity endorser credibility (attractiveness, trustworthiness, and expertise) towards purchase intention of Skechers apparel in Indonesia from the customers perspective. Quantitative research design with survey method was employed in collecting the data from 214 desired respondents who have been chosen by using purposive sampling technique with some criteria. Then, researchers use multiple regression analysis to test the hypotheses. The result indicates that country of origin images and all three dimensions of celebrity endorser perceived credibility significantly influence the purchase intention. Furthermore, country of origin image, celebrity perceived trustworthiness, and celebrity perceived expertise give positive effect on purchase intention. However, the impact of celebrity perceived attractiveness on purchase intention delivers a negative impact. Therefore, researchers suggested that Sketchers management in Indonesia should utilize the Sketchers country of origin, which is United States in their marketing communication strategy, as well as celebrity perceived trustworthiness and expertise of their endorsers since these potentially increase customer purchase intention.