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Research Paper | Business Management | Indonesia | Volume 7 Issue 8, August 2018

Using a Celebrity as an Endorser: Is it the Right Decision to Market a Product?

Noer Cahyo Budi Prasdito | Noverdi Bross ^[2] | Sahnaz Ubud

Abstract: Increasingly intense business competition requires companies to be more aggressive in their marketing to attract and retain their customers. This requires the company to be more creative in carrying out its business activities. Currently, the level of competition in the automotive world is getting tighter, especially sport bikes. Sport bikes sales also continue to increase from year to year. This condition triggers producers to always compete in increasing innovation by launching new products to maintain market share. This study test the effect of Credibility and Level of Trust to Buying Decisions with Brand Image by using Marc Marquez as an endorser as intervening factor. This study using Honda CBR 250RR Sportbike as a research object, therefore a sample of 120 men were chosen. This study is using Partial Least Square Structural Equation Modelling (PLS-SEM) for data analysis and used SmartPLS 3.0. The Result of this study is that Credibility and Level of Trust has no significant effect to Buying Decision through Brand Image. Few suggestion are put forward in this study, one of which is the company must produce a better advertising concept align with the product advertisement and adjust it by using supporting celebrities and brand to be able to convince consumers and make them feel interested in buying the product.

Keywords: Credibility, Level of Trust, Brand Image, Buying Decisions

Edition: Volume 7 Issue 8, August 2018,

Pages: 1129 - 1132

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