Track: Master Thesis Competition

Abstract

Celebrity endorser is one of the most famous marketing channels by skincare company and they are spent millions for celebrity endorsement. There are many celebrity endorsers with different credibility, according to source credibility theory stated there are 3 credibility which are expertise, attractiveness, and trustworthiness. This study examines the causal relationship between credibility endorser, brand image, perceived value, perceived quality, purchase intention and moderates by perceived risk. The context of this study is skincare product which categorized as high-risk product. The result indicates that celebrity endorser positively influences perceived value and brand image but not perceived quality. Other finding is purchase intention influenced only by perceived quality and perceived risk does not moderate perceived risk, perceived quality, brand image toward purchase intention nor to celebrity endorser.