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Purchase intention on hijab products through celebrity endorser and advertisement mediated by religiosity

Dea Aulia, Suresh Kumar ; editor, Suresh Kumar

Nomor Panggil

300 DEA p

Ketersediaan

Belum ada eksemplar tercatat

Buku Nonfiksi DDC 300

Purchase intention on hijab products through celebrity endorser and advertisement mediated by religiosity

Dea Aulia, Suresh Kumar ; editor, Suresh Kumar

The large Muslim population in the world, especially Indonesia, has attracted the attention of many companies to work on this market, both online and offline. In terms of food and drink, it is clear the rules made in the holy book of the Koran which emphasizes whether or not the food and drink is halal. but in terms of fashion there are also provisions that say how a Muslim woman should dress, especially how to wear the hijab. but lately there have been advertisements that use celebrities how to use products with the halal label. One of them is a famous Indonesian celebrity who shows how to wear a trendy hijab. although the procedure is not quite appropriate according to religious provisions, but the followers show a pretty fantastic figure. This study reveals that celebrity attractiveness and expertise significantly influence customer attitude towards the advertisement. On the other hand, the customer purchase intention influences by celebrity expertise and trustworthiness.

Data Bibliografi

Penerbit
Yayasan Pendidikan Cendekia Muslim
Tempat terbit
Kabupaten Sijunjung
Tahun terbit
2021
Jumlah halaman
xii, 84
ISBN
978-623-6481-67-7
Bahasa
Indonesia

Diimpor dari basis data ISBN Perpusnas

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