Kezia Shannon Wijaya


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.


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


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