Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia

Research Article

Celebrity Endorsement, Brand Equity, and Consumer Purchasing Decisions

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  • @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
A Almaida1,*, I F Nurqamar1, R Setiawan1, Yulianingsi Yulianingsi1
  • 1: Management Department, Universitas Hasanuddin, Indonesia
*Contact email: astyalmaida@unhas.ac.id

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.