THE EFFECT OF CELEBRITY ENDORSEMENT ON CONSUMERS’ PURCHASING INTENTIONS INVOLVING CAREER-ORIENTED ONLINE PAID COURSES PLATFORMS IN INDONESIA

• Main Author: Mahasin, Athaya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67976
• Institution: Institut Teknologi Bandung

Educational technology has disrupted the educational landscape in the world, especially for the past 3 years since the pandemic of Covid-19 started to hit. Digital Learning Platforms which include Online Paid Courses are not an exception from the common marketing method that is Celebrity Endorsement. This research aims to see what among the celebrity endorsement dimensions and other factors are considered attractive for the consumers to be transformed into the feeling of intent to purchase and whether the method is effective to create intent to purchase from the consumers. 244 data were computed with PLS-SEM analysis from people that want to enhance their career-related skills through an online questionnaire survey. The result shows that Physical Attractiveness resulted in an immediate positive influence on Purchase Intention and Consumer’s Perception of Quality. Congruity of the endorser could also positively influence Purchase Intention through the mediation of Perception of Quality. Negative Publicity could also bring out a negative impact on the relationship between Celebrity Endorsement to Purchase Intention especially when the only prominent quality of a celebrity endorser is their Physical Attractiveness. This study is made in the hope to fulfill OPC brands’ awareness of what is necessary to be considered when choosing a celebrity endorser and to always focus on the creation of quality first and foremost. Future research is hoped to explore more different socio-economic, behavioral, and other factors that could affect purchase intention and even other purchasing behavior for OPC.