The influences of celebrity endorsement attributes towards youth customers' purchase intention in Melaka

Nor Afendi, Ummi Sakinah (2019) The influences of celebrity endorsement attributes towards youth customers' purchase intention in Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This research is investigation on the influenced of the celebrity endorsement attributes towards youth customers purchase intentions. The objectives of this study are (1) to investigate the attributes of celebrity endorsement that influenced the youth customers purchase intentions, (2) To determine the relationship between celebrity endorsement attributes and customers’ purchase intentions, (3) To identify the most influential attributes of celebrity endorsement that influence youth customers’ purchase intentions. To meet the objectives, the theoretical framework has been developed. The method will be used during survey is using questionnaires and the scope of the survey is among the youth customer in Malacca to collect quantitative data for analysis. The data will be analyzed using the SPSS 23.0 software

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