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

• 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/
• Institution: Universiti Teknologi Mara

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.