The Influence of Celebrity Endorsement and Brand Love on Purchase Intention

Authors

  • Andri Catur Trissetianto ITB Dewantara, Indonesia.

DOI:

https://doi.org/10.38035/gmbr.v1i2.809

Keywords:

celebrity endorsement, brand love, purchase intention, marketing, social media

Abstract

Currently, brand love and celebrity endorsers have become two important elements that influence consumer purchasing choices. The purpose of this study is to examine how brand love and celebrity endorsers influence consumer intentions to make purchases. Through quantitative analysis, data were obtained from a survey conducted on 300 respondents who were active social media users. The results of the analysis show that celebrity endorsements have a positive and significant influence on brand love, which then increases purchase intentions. All of these things support marketers in designing more efficient marketing strategies.

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Published

2025-03-20

How to Cite

Catur Trissetianto, A. (2025). The Influence of Celebrity Endorsement and Brand Love on Purchase Intention. Greenation Management and Business Review, 1(2), 71–76. https://doi.org/10.38035/gmbr.v1i2.809

Issue

Vol. 1 No. 2 (2025): Greenation Management and Business Review (January 2025)

Section

Articles

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Copyright (c) 2025 Andri Chess Trissetianto

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