Research Article
Celebrity Endorsement, Brand Equity, and Consumer Purchasing Decisions
@INPROCEEDINGS{10.4108/eai.8-10-2018.2288663, author={A Almaida and I F Nurqamar and R Setiawan and Yulianingsi Yulianingsi}, title={Celebrity Endorsement, Brand Equity, and Consumer Purchasing Decisions}, proceedings={Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia}, publisher={EAI}, proceedings_a={ICEMAB}, year={2019}, month={10}, keywords={celebrity endorsement brand equity purchase decision}, doi={10.4108/eai.8-10-2018.2288663} }- A Almaida
I F Nurqamar
R Setiawan
Yulianingsi Yulianingsi
Year: 2019
Celebrity Endorsement, Brand Equity, and Consumer Purchasing Decisions
ICEMAB
EAI
DOI: 10.4108/eai.8-10-2018.2288663
Abstract
This study aims to examine the role of celebrity endorsement and brand equity in purchasing decision. The data used in this research was obtained from questionnaires. The research model was tested quantitatively through a field survey of 150 Hasanuddin university students using multiple linear regression analysis with SPSS (Statistical Product and Service Solutions). The results of this study indicate that celebrity endorsement and brand equity have positive and significant effect on the purchasing decisions. Brand Equity is the most influential variable to the purchasing decision. Given the importance of consumer purchasing decisions for business sustainability and often contributing strategically, this research has implications for theoretical and practical development.