The Effect Of Celebrity Endorsement On Customers' Purchase Intention Toward Multi Service Platforms: Case Study Of Gojek And BTS In Vietnam
Abstract
This study examines the impact of celebrity endorsement on customers’ purchase
intention towards multi-service platforms in Vietnam, using Gojek and BTS as a case
study. The study focuses on six key elements – attractiveness trustworthiness
congruence, perceived quality, brand attitude, and brand trust - and develops six
hypotheses to test the relationships between these elements and celebrity endorsement.
The research methodology involved a quantitative approach, where data was collected
from 336 respondents through an online survey. Structural equation modeling (SEM)
was used to analyze the data and test the hypotheses.
The findings of the study reveal that celebrity endorsement has a positive relationship
with perceived quality (H1), brand attitude (H3), and brand trust (H5). Additionally,
perceived quality (H2), brand attitude (H4), and brand trust (H6) all have a positive
influence on purchase intention. These results suggest that celebrity endorsement can
be a powerful tool in building customers’ perceived quality, brand attitude, and brand
trust, which ultimately leads to increased purchase intention.
This study contributes to the existing literature on celebrity endorsement by providing
empirical evidence of its impact on customers’ purchase intention towards multi
service platforms in Vietnam. The results offer valuable insights for marketers and
brand managers seeking to develop effective marketing strategies in this highly
competitive industry.
Overall, this research suggests that celebrity endorsement is a viable strategy for multi
service platforms in Vietnam to enhance their perceived quality, brand attitude, and
brand trust, ultimately driving customers’ purchase intention.