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.