The influence of sports celebrity endorsement on consumer's purchase decision / Mohamad Nazlan Tumirin

The influence of sports celebrity endorsement on consumer's purchase decision / Mohamad Nazlan Tumirin

This study aims to analyze the influence of sports celebrity endorsement on the consumers purchase decision. This is a quantitative research. The research was conducted by administered the questionnaires which 298 respondents involve in this study. The respondent was among students in Faculty of Spo...

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Bibliographic Details
Main Author: Tumirin, Mohamad Nazlan
Format: Student Project
Language:English
Published: 2018
Subjects:
Statistical data
Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Advertising
Methods. Outdoor advertising. Billboards. Posters
Negeri Sembilan
Online Access:http://ir.uitm.edu.my/id/eprint/45947/1/45947.pdf
http://ir.uitm.edu.my/id/eprint/45947/
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Institution: Universiti Teknologi Mara
Language: English
Description
Summary:This study aims to analyze the influence of sports celebrity endorsement on the consumers purchase decision. This is a quantitative research. The research was conducted by administered the questionnaires which 298 respondents involve in this study. The respondent was among students in Faculty of Sports Science and Recreation, UiTM Seremban. All obtain data were analyzed by Statistical Package for Social Science (SPSS) version 22. Descriptive statistic was used to identify the most factors that influence the sports celebrity endorsement on consumers purchase decision. As for inferential statistic, One-way ANOVA was used to detem1ine the difference between both variable in terms level of income.

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