Pengaruh Penggunaan Endorser Selebriti Nasional dan Endorser Selebriti Global dalam Iklan Pada Sikap Konsumen

Abstract

This study examines the differential effect of using national celebrity endorser versus global celebrity endorser in an advertisement on consumer attitude. The experimental research design was conducted on a total of 100 participants. Fictitious print advertisements featuring national celebrity and global celebrity as endorsers for the same product were used as the treatment. One-way Analysis of Variance (ANOVA) was used for data analysis. The findings of the study revealed that celebrity endorserment is effective for advertisement as part of marketing communication, where national celebrity endorser has more positive effect on consumer’s attitude toward the advertisement than global celebrity endorser. However, both celebrity endorsers have no significant effect on consumer attitude toward the brand and purchase intention.