THE IMPACT OF CELEBRITY AND NON-CELEBRITY ENDORSER CREDIBILITY IN THE ADVERTISEMENT ON ATTITUDE TOWARDS ADVERTISEMENT, ATTITUDE TOWARDS BRAND, AND PURCHASE INTENTION

摘要

In this highly competitive era, consumers can be exposed to large volume of advertisement. Hence, the concept of celebrity endorsement is commonly used to help advertisement stands out from the surrounding media clutter in the communication process. Numerous researchers have proved empirically the effectiveness and the positive influence of the celebrity endorsement in advertising. However, the use of celebrity endorsers can also inflict several potential disadvantages. As an alternative, the use of non-celebrity endorsers as unknown individual should also be considered since they will consequently intensify the focus on the product, give a chance for high degree of control for company, cost advantage as well as possibility to have a better fit between the product and endorsers. Therefore, this research is undertaken to analyze the impact of celebrity and non-celebrity endorser credibility – attractiveness, trustworthiness and expertise in the advertisement with respect to attitude toward advertisement, attitude toward brand, and purchase intention of Indonesian consumers, particularly city of Bandung and Jakarta. A questionnaire was distributed to 384 women in Bandung and Jakarta; a pilot study was conducted for the questionnaire improvement. Multiple regression analysis is applied to analyze the relationship between the variables. This paper describes that celebrity endorser is perceived to be more attractive while non-celebrity is perceived to be more trustworthy and expert in significantly influencing consumer’s attitude toward advertisement, brand, and purchase intention. This result is in the consequence of several potential disadvantages of using celebrity endorsement which have been mentioned above.udKeywords: Attitude toward Advertisement; Attitude toward Brand; Celebrity Endorsement; Non-Celebrity Endorsement; Purchase Intention