The Influence of Celebrity Endorsement in Consumer Purchase Decision: A Study of Malaysia Fashion Consumers in Urban Agglomeration

Abstract

The main purpose of this study is to explore the relationship between celebrity endorsement and consumer purchase decision which leads to three research objectives.  The first objective of this study is to examine the relationship between celebrity endorsement and purchase decision in fashion industry.  The second objective is to identify what is the most significant factor in celebrity endorsement that influences purchase decision in fashion industry.  And lastly, the objective of this study is to determine whether there are any differences in purchase decision between consumer profile groups (gender, generation, education level, occupation, personal income) towards celebrity endorsement in fashion industry.  The data was collected using online questionnaire via Google Form and convenience sampling technique was used to identify the target respondents.  The questionnaire was answered by 161 respondents that live in Kuala Lumpur and Selangor which required them to provide their experience and/or opinion on the influence of celebrity endorsement in purchase decision which focuses on fashion industry.  The data was analyzed using SPSS version 20.  The result showed that all dimensions of independent factor have a positive relationship with dependent factor.  However, trustworthiness is the most significant factor in this study and there are no differences detected between groups for each demographic profile.