The impact of celebrity endorsement on customers buying behaviour towards millennials in Melaka Tengah / Farith Azizi Mohayyaddin Abdul Kader

This study examines on Celebrity Endorsement and Customers Buying Behaviour. The results were collected from 346 numbers of respondents through a questionnaires. A survey consisting of 25 questions that uses a Likert Scale questions to establishing measurable values from the respondents. The data an...

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Bibliographic Details
Main Author:	Mohayyaddin Abdul Kader, Farith Azizi
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2018
Subjects:	HF Commerce Marketing Market segmentation. Target marketing Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Purchasing. Selling. Sales personnel. Sales executives
Online Access:	http://ir.uitm.edu.my/id/eprint/21530/ http://ir.uitm.edu.my/id/eprint/21530/1/PPb_FARITH%20AZIZI%20MOHAYYADDIN%20ABDUL%20KADER%20M%20BM%2018_5.pdf

id	uitm-21530
recordtype	eprints
spelling	uitm-215302018-11-01T08:27:42Z http://ir.uitm.edu.my/id/eprint/21530/ The impact of celebrity endorsement on customers buying behaviour towards millennials in Melaka Tengah / Farith Azizi Mohayyaddin Abdul Kader Mohayyaddin Abdul Kader, Farith Azizi HF Commerce Marketing Market segmentation. Target marketing Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Purchasing. Selling. Sales personnel. Sales executives This study examines on Celebrity Endorsement and Customers Buying Behaviour. The results were collected from 346 numbers of respondents through a questionnaires. A survey consisting of 25 questions that uses a Likert Scale questions to establishing measurable values from the respondents. The data analysis intends to determine whether there are significant impact between the independent variables (Endorser Gender, Endorser Credibility, Endorser Attractiveness and Endorser Type) with the dependent variable (Customer Buying Behaviour). This study found that there were only three from the independent variables (Endorser Gender, Endorser Attractiveness and Endorser Type) has significant effect where by only one independent variable (Endorser Credibility) has insignificant effect with the dependent variable (Customer Buying Behaviour). The data has been analyzed by using SPSS software. Faculty of Business and Management 2018 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/21530/1/PPb_FARITH%20AZIZI%20MOHAYYADDIN%20ABDUL%20KADER%20M%20BM%2018_5.pdf Mohayyaddin Abdul Kader, Farith Azizi (2018) The impact of celebrity endorsement on customers buying behaviour towards millennials in Melaka Tengah / Farith Azizi Mohayyaddin Abdul Kader. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	HF Commerce Marketing Market segmentation. Target marketing Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Purchasing. Selling. Sales personnel. Sales executives
spellingShingle	HF Commerce Marketing Market segmentation. Target marketing Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Purchasing. Selling. Sales personnel. Sales executives Mohayyaddin Abdul Kader, Farith Azizi The impact of celebrity endorsement on customers buying behaviour towards millennials in Melaka Tengah / Farith Azizi Mohayyaddin Abdul Kader
description	This study examines on Celebrity Endorsement and Customers Buying Behaviour. The results were collected from 346 numbers of respondents through a questionnaires. A survey consisting of 25 questions that uses a Likert Scale questions to establishing measurable values from the respondents. The data analysis intends to determine whether there are significant impact between the independent variables (Endorser Gender, Endorser Credibility, Endorser Attractiveness and Endorser Type) with the dependent variable (Customer Buying Behaviour). This study found that there were only three from the independent variables (Endorser Gender, Endorser Attractiveness and Endorser Type) has significant effect where by only one independent variable (Endorser Credibility) has insignificant effect with the dependent variable (Customer Buying Behaviour). The data has been analyzed by using SPSS software.
format	Student Project
author	Mohayyaddin Abdul Kader, Farith Azizi
author_facet	Mohayyaddin Abdul Kader, Farith Azizi
author_sort	Mohayyaddin Abdul Kader, Farith Azizi
title	The impact of celebrity endorsement on customers buying behaviour towards millennials in Melaka Tengah / Farith Azizi Mohayyaddin Abdul Kader
title_short	The impact of celebrity endorsement on customers buying behaviour towards millennials in Melaka Tengah / Farith Azizi Mohayyaddin Abdul Kader
title_full	The impact of celebrity endorsement on customers buying behaviour towards millennials in Melaka Tengah / Farith Azizi Mohayyaddin Abdul Kader
title_fullStr	The impact of celebrity endorsement on customers buying behaviour towards millennials in Melaka Tengah / Farith Azizi Mohayyaddin Abdul Kader
title_full_unstemmed	The impact of celebrity endorsement on customers buying behaviour towards millennials in Melaka Tengah / Farith Azizi Mohayyaddin Abdul Kader
title_sort	impact of celebrity endorsement on customers buying behaviour towards millennials in melaka tengah / farith azizi mohayyaddin abdul kader
publisher	Faculty of Business and Management
publishDate	2018
url	http://ir.uitm.edu.my/id/eprint/21530/ http://ir.uitm.edu.my/id/eprint/21530/1/PPb_FARITH%20AZIZI%20MOHAYYADDIN%20ABDUL%20KADER%20M%20BM%2018_5.pdf
first_indexed	2023-09-18T23:06:45Z
last_indexed	2023-09-18T23:06:45Z
_version_	1777418534472646656

The impact of celebrity endorsement on customers buying behaviour towards millennials in Melaka Tengah / Farith Azizi Mohayyaddin Abdul Kader

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