| Summary: | One of consumerism phenomenon in recent decades is the increased
volume of advertisement, followed by a decrease in the effectiveness of
advertisement. One way to improve the effectiveness of advertisement is to use
celebrity as an endorser of advertisement.
Based on studies that have been done before, factors that affect the
successfulness of using celebrities as an endorser of advertisement in influencing
consumer interest are: attractiveness, trustworthiness, expertise, match-up. This
tesis verified the relationship of those four factors to intention to purchase of
Bank B�s saving account. Bank B chose a celebrity youth choir group -
Cherrybelle as an endorser of Bank�s saving account advertisement. The type of
data used in this study is primary data consists of 138 respondents with aged
between 6 to 24 years.
After testing the reliability, validity, classical assumptions and doing
multiple regression analysis, there is a significant and positive relationship
between variables attractiveness, trustworthiness and match-up of a celebrity
with intention to purchase of Bank B�s saving account. For expertise variable
showed no significant relationship with intention to purchase.
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