INFLUENCE ANALYSIS OF RELATIONSHIP BETWEEN CELEBRITY ENDORSEMENT, PURCHASE INTENTION, AND CUSTOMER SATISFACTION IN WE ARE THE WALRUS

• Main Author: Adani, Sharfina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78685
• Institution: Institut Teknologi Bandung

Indonesia as one of the most densely populated countries in the world becomes a country with considerable market demand by various brands. Wide range of product offered to Indonesia’s market today. Not only products from international brands but also products from local brands. There are so many ways for a brand to introduce new product to the market, such as by using social media, use celebrity as endorser, campaign, product testing, through printed advertisement, and make product launching. One of the ways is by using celebrity as endorser. Celebrity endorsement is the fact of a famous person appearing in an advertisement saying that they use and like a product, which can lead to recognition and awareness from the market. We Are The Walrus as the new local notebook brand in Indonesia use Ask.fm artist as celebrity endorser to promote their product. Ask.fm is a social media platform that allowed the users to ask anonymously or as identified user, it has no privacy setting. The purpose of this research is to identify the relationship between endorsement, purchase intention, and customer satisfaction. The research has been done starting from March until July 2015 in Indonesia. The respondents are 150 people of We Are The Walrus buyers, which are randomly selected during the limitation time. The structured question was provided in form of Likert Scale with range of 1 to 5. The data collection was analyzed by using IBM SPSS 21.0 tool for Mac processed through validity, reliability, normality, and path analysis. In summary, endorsement has direct influence to purchase intention but does not have direct influence to customer satisfaction. Only purchase intention that has direct influence to customer satisfaction. Although endorsement does not have direct influence to customer satisfaction, it still has indirect influence to customer satisfaction through purchase intention.