When Celebrities Sell Cakes: The Impact of Celebrity and Brand Credibility on Consumer Purchase Intentions
Usep Suhud (a)- Ani Nur Kumaladewi (b)- Mamoon Allan (c)-

(a) Faculty of Economics, Universitas Negeri Jakarta, Indonesia
(b) LSPR Communication and Business Institute, Jakarta, Indonesia
(c) Faculty of Archaeology and Tourism, Jordan University, Jordan

Abstract

At one time, there was a phenomenon where Indonesian celebrities opened cake shops, created brands, and opened branches in many cities. They do their marketing by relying on social media and the publicity of special television shows that indulge in the lives of celebrities and famous people. Research on this topic is still rarely explored. This study examines the effect of celebrity credibility, brand credibility, brand attitude, and advertisement attitude on purchase intention. Data collection was conducted in Jakarta involving 280 participants, and they were selected using the convenient sampling method. The data was processed using exploratory factor analysis and a structural equation model. As a result, brand credibility influenced advertisement attitude and brand attitude. In addition, celebrity credibility affected brand attitude, and brand attitude affected purchase intention. This study deepens the study of celebrity marketing.

Keywords: brand attitude, celebrity credibility, celebrity marketing, celebrity credibility, publicity attitude

Topic: Marketing Management