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UNIRAZAK Library Pustaka
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| Abstract : Unirazak Library |
| Abstract of the project paper submitted to the Senate of Universiti Tun Abdul Razak in partial fulfilment of the requirements for the Master of Business Administration Factor Affecting Celebrity Endorsement on Customer Purchase Intention in Social Media Among Online Shopper in Malaysia. By Mohd Nadzmy Bin Che Nawi October 2022 In Malaysia, the number of internet shoppers has increased significantly, particularly since the global pandemic that began in 2020. Since the lockdown was implemented and stores could not remain open as normal, people are shifting from their traditional manner of purchasing to internet shopping. Celebrity endorsements in advertising have grown into multi-billion-dollar businesses. Every marketer tries to, or at least considers, endorsing a celebrity with their goods and services. This is one of the marketing tactics where a celebrity is promoted alongside the company's goods and brand in an advertisement with the goal of boosting sales and possibly changing the way the public perceives the company. Utilising the celebrity endorsement in an effort to convince customers and influence their purchasing decisions. In a climate where competition is fierce, businesses are competing to be the best in a position to boost sales. Here is where the businesses pick the famous people to be a part of their marketing plan. The celebrity that is featured in the commercial is essentially connected to the goods or services that the traders sell, such as the utilisation of athletes for sportswear and movie stars for fashion or apparel. Therefore, this study is interested to investigate the relationship between celebrity endorsement, brand loyalty and perception of customer quality on customer purchase decision. A total of 198 online shoppers was gathered for this study using online survey. The finding revealed that all seven hypotheses proposed in this study are significant. This study produced useful results that have direct implications for aspiring and active entrepreneurs, marketers, and e-commerce developers v | P a g e regarding the influence of celebrity endorsement on consumer purchase intention. Furthermore, for entrepreneurs, this study shows how celebrity endorsement can influence purchase intention as well as the effect of negative publicity. Entrepreneurs may also be more aware of how the intentions were formed. This study allows them to learn why they made specific decisions about the elements of celebrity endorsement. Furthermore, marketers may raise awareness by using negative publicity to trigger celebrity endorsements toward purchase intent. |
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