The Role of Celebrity Endorsement Perception and Self-Image Congruity on Purchase Intention of Early adulthood
Early adulthood is a transitional period towards the next developmental phase. During this period, students are subjected a process of self-discovery, characterized by a desire to appear more attractive and gain recognition from social environment. In such circumstances, individuals demonstrate a si...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | Indonesian |
| Published: |
UIN Sunan Gunung Djati Bandung
2023-07-01
|
| Series: | Psympathic: Jurnal Ilmiah Psikologi |
| Subjects: | |
| Online Access: | https://journal.uinsgd.ac.id/index.php/psy/article/view/24488 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832544004965662720 |
|---|---|
| author | N. Kardinah Tintin Supriyatin Khairunnisak Khairunnisak |
| author_facet | N. Kardinah Tintin Supriyatin Khairunnisak Khairunnisak |
| author_sort | N. Kardinah |
| collection | DOAJ |
| description | Early adulthood is a transitional period towards the next developmental phase. During this period, students are subjected a process of self-discovery, characterized by a desire to appear more attractive and gain recognition from social environment. In such circumstances, individuals demonstrate a significant inclination to prioritize the allocation of financial resources away from meals and towards the purchase of items to amplify their attractiveness, recognition, and acceptance. This behavior is driven by the aspiration to align their ideal and actual self-image with the acquired products. Therefore, this study aimed to examine the influence of celebrity endorsement perception and self-image congruity on purchase intention. A quantitative approach was adopted with a sample of 344 students. The results of multiple linear regression analysis showed that celebrity endorsement perception and self-image congruity significantly influenced purchase intention, accounting for 58% of the variance. |
| format | Article |
| id | doaj-art-995a7f958eed4309bbd7a5465d63f82f |
| institution | Kabale University |
| issn | 2356-3591 2502-2903 |
| language | Indonesian |
| publishDate | 2023-07-01 |
| publisher | UIN Sunan Gunung Djati Bandung |
| record_format | Article |
| series | Psympathic: Jurnal Ilmiah Psikologi |
| spelling | doaj-art-995a7f958eed4309bbd7a5465d63f82f2025-02-03T11:13:00ZindUIN Sunan Gunung Djati BandungPsympathic: Jurnal Ilmiah Psikologi2356-35912502-29032023-07-01101596610.15575/psy.v10i1.244887763The Role of Celebrity Endorsement Perception and Self-Image Congruity on Purchase Intention of Early adulthoodN. Kardinah0Tintin Supriyatin1Khairunnisak Khairunnisak2Faculty of Psychology, UIN Sunan Gunung Djati BandungFaculty of Psychology, UIN Sunan Gunung Djati BandungPT DHL Supply Chain Indonesia, Cililitan Besar, Jakarta TimurEarly adulthood is a transitional period towards the next developmental phase. During this period, students are subjected a process of self-discovery, characterized by a desire to appear more attractive and gain recognition from social environment. In such circumstances, individuals demonstrate a significant inclination to prioritize the allocation of financial resources away from meals and towards the purchase of items to amplify their attractiveness, recognition, and acceptance. This behavior is driven by the aspiration to align their ideal and actual self-image with the acquired products. Therefore, this study aimed to examine the influence of celebrity endorsement perception and self-image congruity on purchase intention. A quantitative approach was adopted with a sample of 344 students. The results of multiple linear regression analysis showed that celebrity endorsement perception and self-image congruity significantly influenced purchase intention, accounting for 58% of the variance.https://journal.uinsgd.ac.id/index.php/psy/article/view/24488perception of celebrity endorsement, self-image congruity, purchase intention |
| spellingShingle | N. Kardinah Tintin Supriyatin Khairunnisak Khairunnisak The Role of Celebrity Endorsement Perception and Self-Image Congruity on Purchase Intention of Early adulthood Psympathic: Jurnal Ilmiah Psikologi perception of celebrity endorsement, self-image congruity, purchase intention |
| title | The Role of Celebrity Endorsement Perception and Self-Image Congruity on Purchase Intention of Early adulthood |
| title_full | The Role of Celebrity Endorsement Perception and Self-Image Congruity on Purchase Intention of Early adulthood |
| title_fullStr | The Role of Celebrity Endorsement Perception and Self-Image Congruity on Purchase Intention of Early adulthood |
| title_full_unstemmed | The Role of Celebrity Endorsement Perception and Self-Image Congruity on Purchase Intention of Early adulthood |
| title_short | The Role of Celebrity Endorsement Perception and Self-Image Congruity on Purchase Intention of Early adulthood |
| title_sort | role of celebrity endorsement perception and self image congruity on purchase intention of early adulthood |
| topic | perception of celebrity endorsement, self-image congruity, purchase intention |
| url | https://journal.uinsgd.ac.id/index.php/psy/article/view/24488 |
| work_keys_str_mv | AT nkardinah theroleofcelebrityendorsementperceptionandselfimagecongruityonpurchaseintentionofearlyadulthood AT tintinsupriyatin theroleofcelebrityendorsementperceptionandselfimagecongruityonpurchaseintentionofearlyadulthood AT khairunnisakkhairunnisak theroleofcelebrityendorsementperceptionandselfimagecongruityonpurchaseintentionofearlyadulthood AT nkardinah roleofcelebrityendorsementperceptionandselfimagecongruityonpurchaseintentionofearlyadulthood AT tintinsupriyatin roleofcelebrityendorsementperceptionandselfimagecongruityonpurchaseintentionofearlyadulthood AT khairunnisakkhairunnisak roleofcelebrityendorsementperceptionandselfimagecongruityonpurchaseintentionofearlyadulthood |