PENGARUH CELEBRITY CREDIBILITY (CHOI SIWON) TERHADAP PURCHASE INTENTION MELALUI ATTITUDE TOWARD BRAND SEBAGAI VARIABEL INTERVENING TERHADAP KASUS MIE SEDAAP KOREAN SPICY CHICKEN MAHASISWI UNIVERSITAS KRISTEN PETRA SURABAYA

Kezia Shannon Wijaya

Abstract


Peneliti ini bertujuan untuk menganalisa pengaruh dari credibility (honourable, dignified image, expertise)  yang dimiliki oleh seorang celebrity (Choi Siwon) yang mempengaruhi niat beli konsumen (purchase intention) melalui sikap terhadap merek (attitude toward brand) yang dimiliki Mie Sedaap Korean Spicy Chicken.


Keywords


celebrity credibility, honourable, dignified image, exquisite personality, purchase intention, attitude toward brand.

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