CELEBRITY ENTREPRENEURSHIP: UNDERSTANDING EFFECT OF SELF CONGRUENCE, CREDIBILITY, SOCIAL MEDIA INTERACTION AND BRAND ATTACHMENT IN CELEBRITY PRODUCT PURCHASE INTENTION

Abstract

In the contemporary digital age, celebrity entrepreneurs have emerged as a noteworthy phenomenon, capitalizing on their notoriety to develop innovative products. This study investigates how brand attachment mediates the relationship between self-congruence, credibility, social media interactions, and purchase intentions. This research uses quantitative methods. This research uses quantitative methods. The sample in this study amounted to 271 respondents taken using a purposive sampling technique by distributing questionnaires. The method of data analysis employs Smart PLS to evaluate t-tests, validity and reliability assessments, and reliability tests. The research results show that each variable has a positive correlation which shows how important self-congruence, celebrity credibility, and social media interaction are to potential consumers' purchase intention towards celebrity products, and is mediated by brand attachment. This results in consumers developing a sense of loyalty towards the product brand, consequently stimulating their intention to make a purchase. This research is slightly different from previous research which examined brand attitude as a mediating variable. Researchers explored and changed these variables into brand attachment. This research and previous research only have one hypothesis in common, namely H6. However, in reality, even though they have the same hypothesis, the results obtained from this research and previous research are different. In previous research, the credibility variable did not influence purchase intention, whereas in this study the celebrity credibility variable had a positive and significant influence on the purchase intention variable.