LIKE THE STAR, LIKE THE PRODUCT? ANALYSIS OF CELEBRITY ENTREPRENEURSHIP PRODUCTS’

Abstract

Recently, many celebrities have started their businesses. By calling them celebrities, they become popular figures. This research seeks to offer novel perspectives and enhance comprehension regarding the correlation between celebrities functioning as entrepreneurs and the commodities they generate. The design methodology uses a questionnaire survey, this research took a sample of 321 respondents using a purposive sampling technique. The collected data was analyzed using SmartPLS software. The research findings suggest that the factors of brand love and credibility have a significant and positive influence on both brand attitude and purchase intention. Likewise, the variables of brand attitude and social media contact have a significant and favorable influence on the variable of purchase intention. The social media interaction variable does not exert any influence on the brand attitude variable, distinguishing it from this variable. Furthermore, the mediating variables demonstrate that both brand love and credibility variables have a significant and positive influence on the purchase intention variable through the brand attitude variable. However, the social media interaction variable does not have any influence on the purchase intention variable through the brand attitude variable. This research is different from previous research. Researchers explore and add to the independent variables studied. In previous research, we only examined the credibility variable, whereas in this research the researchers used 3 independent variables, namely love of the brand, credibility, and social media interaction.