The Impact of Celebgram Endorsement on Purchase Intention: The Mediating Effects of Customer Attitude and Brand Awareness

摘要

This study aimed to examine the impact of celebgram endorsement on purchase intention among millennial women in Jakarta, mediated by brand awareness and customer attitude. The hypotheses were tested by using a quantitative method based on 100 samples. Data was collected using questionnaires distributed directly to the respondents through electronic media. Based on data processing and analysis, there were significant impacts on purchase intention as affected by celebgram endorsement, brand awareness, and customer attitude. The results of this study showed that the mediation of customer attitude affected purchase intention more significantly compared to the mediation of brand awareness. This study also concluded that millennial women tend to follow current trends, and social media activity has a positive impact on brands as celebgram endorsement supports their management on the process of increasing purchase intention.