The effect of Malaysian celebrity endorsement on consumer purchase intention of smartphone brands

Mohd Nasir, Nur Syafiqah (2019) The effect of Malaysian celebrity endorsement on consumer purchase intention of smartphone brands. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, the smartphone industry has growth with effective and also success to get in market of global for the long-term of year. Then, Malaysia also one of the country that contain more than 19.81 million of internet user for 2018. Hence, the purpose of this study is to investigate the characteristic of Malaysian celebrity endorsement on consumer purchase intention of smartphone brands. Furthermore, the aim is to identify the characteristics of celebrity endorsement with the four characteristics of celebrity endorsement which are physical attractiveness, expertise, trustworthiness, and product-brand congruence as independent variables and consumer purchase intention as dependent variable. Then, the quantitative research will be used for this research and will be distributed the questionnaire to consumer’s smartphone in Malaysia. For this research, the questionnaire had been distributed to the 384 respondents that be selected to contribute in this research. The objective of this research is to determine the extent agreement among consumer of smartphones to the characteristics of celebrity endorsement, to analyze the relationship between characteristics of celebrity endorsement and consumer purchase intention of smartphone brands and to identify the highest characteristics of celebrity endorsement that influence consumer purchase intention of smartphone brands. Then, in order to gather the data and results, the researchers using the descriptive analysis, reliability analysis, Pearson Correlation Coefficient Analysis and Multiple Regression Analysis.

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