ONLINE ADVERTISING MEDIA EXPOSURE ATTITUDE TOWARDS BRAND AMBASSADOR AND BRAND IMAGE THAT INFLUENCES THE INTENTION TO PURCHASE CELINE BRAND PRODUCTS

Abstract

The objectives of this research are to 1) Examine the differences between population characteristics and online advertising exposure using reputable individuals as celebrity endorsers for the CELINE brand. 2) Investigate the relationship between online advertising exposure and purchase intentions for CELINE products. 3) Explore the relationship between attitudes towards brand ambassadors and purchase intentions for CELINE products. 4) Examine the relationship between brand image and purchase intentions for CELINE products. 5) Assess the influence of online advertising exposure, attitudes towards brand ambassadors, and brand image on purchase intentions for CELINE products. This is quantitative research. The sample group consists of individuals who are interested in brand-name products, have seen images of Lisa Blackpink with CELINE products online, and are aged 18 years and above, totaling 400 respondents. A questionnaire was used as a tool to collect data. To analyze descriptive statistics, find percentages, means, and standard deviations. Test the research hypotheses with inferential statistical analysis using t-tests, One-Way ANOVA. Correlation statistics and multiple regression analysis.

            This research article the objectives were 1) The differences in demographic characteristics, such as gender, age, and occupation, have an impact on the acceptance of online advertising featuring celebrity endorsers for the CELINE brand.
2) The acceptance of online advertising featuring celebrity endorsers for the CELINE brand is positively correlated with the intention to purchase CELINE brand products.

3) Attitudes towards celebrity endorsers for the CELINE brand are positively related to the intention to purchase CELINE brand products. 4) The image of the CELINE brand is positively associated with the intention to purchase CELINE brand products.
5)Multiplicative regression analysis reveals that among the three independent variables, namely, acceptance of online advertising, attitudes towards celebrity endorsers, and the image of the CELINE brand, the two variables with significant statistical influence at the 0.05 level are acceptance of online advertising (β = 0.233) and the image of the CELINE brand (β = 0.191)