Pengaruh Penggunaan Selebriti dalam Iklan terhadap Minat Beli Konsumen
This study investigates the effectiveness of the celebrity’s use in the advertisement. It, specifically, analyses the effect of credibility of the celebrity on the attitude toward the advertise-ment and the purchase intention. By using structural equation modelling with one congeneric measurement ap...
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| Format: | Article |
| Language: | English |
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Universitas Islam Indonesia
2011-03-01
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| Series: | Jurnal Siasat Bisnis |
| Online Access: | https://hmts.civil.uii.ac.id/JSB/article/view/2002 |