purchase intention on hijab products through …
TRANSCRIPT
PURCHASE INTENTION ON HIJAB PRODUCTS THROUGH
CELEBRITY ENDORSER AND ADVERTISEMENT
MEDIATED BY RELIGIOSITY
By:
Dea Aulia
ID 015201400023
A Skripsi presented to the
Faculty of Business President University
in partial fulfillment of the requirements for
Bachelor Degree in Business Administration
February 2018
CONSENT FOR INTELLECTUAL PROPERTY RIGHT
Title of Skripsi : Purchase Intention on Hijab Products through Celebrity
Endorser and Advertisement Mediated by Religiosity
1. The Author hereby assigns to President University the copyright to the
Contribution named above whereby the University shall have the exlusive right
to publish the Contribution and translations of it wholly or in part throughout
the world during the full term of copyright including renewals and extensions
and all subsidiary rights.
2. The Author retains the right to re-publish the preprint version of the
Contribution without charge and subject only to notifying the University of the
intent to do so and to ensuring that the publication by the University is properly
credited and that the relevant copyright notice is repeated verbatim.
3. The Author retains moral and all proprietary rights other than copyright, such
as patent and trademark rights to any process or procedure decribed in the
Contribution.
4. The Author guarantees that the Contribution is original, has not been published
previously, is not under consideration for publication elsewhere and that any
necessary permission to quote or reproduce illustrations from another source
has been obtained (a copy of any such permission should be sent with this
form).
5. The Author guarantees that the Contribution containts no violation of any
existing copyright or other third-party right or material of an obscene, indecent,
libellous or otherwise unlawful nature and will indemnify the University
against all claims arising from any breach of this warranty.
6. The Author declares that any named person as co-author of the Contribution is
aware of this agreement and has also agreed to the above warranties.
ACKNOWLEDGEMENT
First of all, I would like to express my gratitude to Allah SWT for all His
endless blessing that given to me so that I finally could finish my skripsi.
After that, I would like to acknowledge, with gratitude, my debt of thanks to
my advisor, Mr. Suresh Kumar for your valuable advice and aid. Working under your
guidance makes me learn more. Without your expert and great insightful advice, I
could not have finished this thesis in time.
In addition, I would like to express my appreciation to all lecturers of Business
Administration study program in President University for the knowledge, skills and
experience you have teach and share to me so that I could finish my research paper.
I also take this opportunity to record my sincere thanks to Ayah, Ibu, Bondan,
Nurul, my whole family and all my friends for the unceasing encouragement, help and
support to me.
Besides, I am thankful to all the respondents who had spent their precious time
in answering my questionnaires. Without your cooperation and contribution I will not
have the opportunity to obtain the information needed in completing the research.
I also place on record, my sense of gratitude to one and all who, directly or
indirectly, have lent their helping hand in this venture. I truly appreciate the assistance,
encouragement, advices, and suggestions on every stage in completing this skripsi.
Cikarang, Indonesia, February 2018
Dea Aulia
PLAGIARISM DOCUMENT
i
TABLE OF CONTENTS
COVER
PANEL OF EXAMINERS
DECLARATION OF ORIGINALITY
CONSENT FOR INTELLECTIUAL PROPERTY RIGHT
ACKNOWLEDGEMENT
PLAGIARISM DOCUMENT
TABLE OF CONTENTS ............................................................................................... i
ABSTRACT .................................................................................................................. v
CHAPTER I INTRODUCTION ................................................................................... 1
1.1 Background ............................................................................................................... 1
1.2 Significance of the study ........................................................................................... 7
1.3 Limitation .................................................................................................................. 7
1.4 Organization of the skripsi ........................................................................................ 8
CHAPTER II LITERATURE STUDY ......................................................................... 9
2.1 Purchase Intention ..................................................................................................... 9
2.2 Attitude towards the Advertisement ....................................................................... 11
2.3 Religiosity ............................................................................................................... 12
2.4 Celebrity Endorsement ............................................................................................ 15
2.5 Research Gaps ......................................................................................................... 16
CHAPTER III METHODOLOGY ............................................................................. 18
3.1 Theoretical Framework ........................................................................................... 18
3.2 Hypothesis............................................................................................................... 18
3.3 Operational Definitions of Variable ........................................................................ 19
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3.4 Instrument ............................................................................................................... 19
3.5 Sampling ................................................................................................................. 20
3.6 Data Collection Method .......................................................................................... 22
3.7 Data Analysis .......................................................................................................... 22
CHAPTER IV RESULTS AND DISCUSSIONS ...................................................... 24
4.1 Validity and Reliability Test ................................................................................... 24
4.2 Respondent’s Profiles ............................................................................................. 25
1. Respondents by Screening Questions ..................................................................... 25
2. Respondent’s Profiles ............................................................................................. 26
4.3 Descriptive Analysis ............................................................................................... 27
1. Celebrity Endorsement ............................................................................................ 27
2. Religiosity ............................................................................................................... 28
3. Attitude Towards the Advertisement ...................................................................... 29
4. Purchase Intention ................................................................................................... 29
4.4 Inferential Analysis ................................................................................................. 30
4.5 Discussions ............................................................................................................. 33
CHAPTER V CONCLUSION .................................................................................... 36
5.1 Hypothesis Answers ................................................................................................ 36
5.2 Future Recomendations........................................................................................... 36
REFERENCES ............................................................................................................ 38
APPENDICES ............................................................................................................ 43
iii
LIST OF FIGURES
Figure 1.1 Muslim Populations ................................................................................... 86
Figure 1.2 Indonesia as the Biggest Muslim Population ............................................ 86
Figure 1.3 Wardah featuring Dewi Sandra ................................................................. 87
Figure 1.4 HijUp Logo ................................................................................................ 87
Figure 1.5 HijUp Brand Ambassadors ........................................................................ 87
Figure 1.6 Comparison HijUp YouTube Viewers With and Without Celebrity
Endorsement ................................................................................................................ 88
Figure 1.7 Tutorial Hijab According to Al Quran and Hadith vs Tutorial Hijab by
Laudya Cynthia Bella on YouTube ............................................................................ 89
Figure 3.1 Theoretical Framework .............................................................................. 90
Figure 3.2 Muslim Populations in Jawa Barat Province ............................................. 91
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LIST OF TABLES
Table 1.1 Number of Followers in HijUp Social Media ............................................. 91
Table 3.1 Operational Definitions of Variables .......................................................... 92
Table 4.1 Screening Questions .................................................................................... 95
Table 4.2 Respondent’s Profiles ................................................................................. 95
Table 4.3 Celebrity Endorsement Data Summary....................................................... 96
Table 4.4 Religiosity Data Summary .......................................................................... 98
Table 4.5 Attitude towards the Advertisement ........................................................... 98
Table 4.6 Purchase Intention Data Summary .............................................................. 99
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ABSTRACT
Purpose
The aim of this paper is, first to investigate the influence of celebrity endorsement on
advertising effectiveness by examining the celebrity attribute on customers attitude
towards the advertisement and their purchase intention. Secondly, the objective of this
research is to find the mediating role of religiosity on customer’s attitude towards
celebrity endorsed online advertising and their buying intention.
Design/Methodology/Approach
Questionnaires which consist of 30 item statements were disseminated to several
Muslim women in Jawa Barat and collected digitally use purposive sampling method.
From overall 383 responses, there were only 277 usable result were proceed and used
for further examination. Factor analysis was used to examine the construct validity,
while cronbach’s alpha was used for reliability test. After that, SEM analysis was
performed to test the proposed hypotheses along with Multiple R Square in testing the
strength among relations.
Findings
The study found that celebrity attractiveness and expertise are significantly influencing
customer attitude towards the advertisement, on the other hand, the customer purchase
intention are influenced by celebrity expertise and trustworthiness. This study also
confirm that religiosity does not mediates the relationship between customer attitude
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towards the ads and their purchase intention which means that the role of religiosity
does not influence Muslim in Indonesia in making a decision. Furthermore, it is found
that favorable attitude towards the advertisement will significantly influences customer
purchase intention.
Originality/Value
To the best of author knowledge, this is the first study of its kind in Indonesia to explore
the impact of celebrity endorsement on customer attitude towards the ads and customer
purchase intention which used the mediating effect of religiosity on both the customer
attitude and purchase intention.
Keywords : Celebrity Endorsement, Muslim, Religiosity, Attitude towards the
Advertisement, Purchase Intention, Islamic Fashion, Hijab, Indonesia
1
CHAPTER I
INTRODUCTION
This chapter talks about the background of the study which consists of the broad
theme of the research, the need of the study, the problem identifications, the research
questions, and last but not least the research objectives. In line with that, significance
of the study, limitation, and organization of the skripsi are included as well.
1.1 Background
Islam is estimated to be the most rapid development religion in the
future (Sasongko, 2017). Referring to the fertility level of every Muslim women
in the world who can reach 3.1 babies, the number of Muslims in 2050 is
expected to increase to 70% (2.8 billion) or 30% (Figure 1.1) from the earth’s
population (“Pertumbuhan Pemeluk Agama,” 2017). In addition, the majority
of Muslim are in the productive ages as well (Putri, 2017). The largest
percentage of Muslim population mostly lives in the Asia-Pacific and not in the
Middle East or North Africa, spreaded across Indonesia, India, Pakistan,
Bangladesh, and Turkey (“Islam Menjadi Agama Terbesar,” 2017). From the
latest report of census in 2010, Indonesia occupies the top position of the
world’s Muslim population with 209.120.000 followers or 13% (Figure 1.2)
from the overall Muslim population in the world (Armandhanu, 2015).
Indonesia with the biggest population of Muslim becomes a great
prospect for business based on Islamic principles that regulate the food and
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beverage should be halal, the finance must free from riba, and the clothes must
cover the whole body for women especially (Latif, 2016). Furthermore, as the
growth of Muslim women in wearing hijab are increasing as well, it is
considered that Muslim fashion market would grow in the next few years
(Supriadi, 2014). In line with that, Indonesia is also pursuing the mission to
become the world’s Muslim fashion center by 2020 (Samosir, 2015). However,
based on data from the Statistics Indonesia in 2013, the amount of business
engaged in clothing line reach up to 1,107,955 units with the details of 10% big
companies, 20% medium-sized enterprise, and 70% of small entrepreneurs
(Sari, 2017). Hence, the emergence of new players in the garments market
makes competition become tighter, and eventually every business must think
creatively how to gain new customers and build their loyalty.
Advertising has chosen as an alternative way for companies to boost the
sales, from several kind of marketing methods, celebrity endorsements consider
to be one of the effective way to approach customers (Dwivedi, Johnson, &
McDonald, 2015; Mansour & Diab, 2016; Munnukka, Uusitalo, & Toivonen,
2016). Holding a celebrity to represent a brand is not something new in
Indonesia, Wardah halal cosmetics for example, in order to introduce the halal
cosmetics they use popular artist, like Dewi Sandra (Figure 1.3), which shows
the importance of celebrity endorsement as one of the ways to increase their
sales. Besides, the rapid development of the digital world has affected many
things such as transformation in selecting the media promotion. HijUp (Figure
1.4) is an example of Indonesia Muslim fashion startups which can maximize
3
the use of digital tools to attract customers. Observing from HijUp website
which was founded in 2011 by Diajeng Lestari, they use social media for
promoting the products and to boost their sales. Through some HijUp official
accounts, Youtube Channel come as the third most powerful social media with
226.436 subscribers, while Instagram placed as the first with 651.000 followers,
then Facebook with 291,336 followers (Table 1.1). Furthermore, instead of
using direct promotion, HijUp did a campaign through hijab tutorial video
which can attract customer persuasively. Since their first launched 7 years ago,
now HijUp has released as much as 426 videos with more than 31 million
views. Along with that, in 2016, HijUp officially took Dian Pelangi and Laudya
Cynthia Bella as their Brand Ambassador (Figure 1.5) to strengthen its
existence (Dewi, 2016). Interestingly, the use of celebrity endorsement seems
quite effective for HijUp as the number of their hijab tutorial viewers are
increasing significantly up to 1,9 million when they used Laudya Cynthia Bella
as the model compare with the non-celebrities (Figure 1.6).
In contrary to the Islamic principles, the advertisement from HijUp
which used celebrity endorsement is not following the Shariah Law (Figure
1.7). The Qur’an and Hadith says:
ل يبدين زينتهن إل ما ظهر منها وقل للمؤمنات يغضضن من أبصارهن ويحفظن فروجهن و
آباء بعولتهن أو أبنائهن وليضربن بخمرهن على جيوبهن ول يبدين زينتهن إل لبعولتهن أو آبائهن أو
إخوانهن أو بني إخوانهن أو بني أخواتهن أو نسائهن أو ما ملكت أيمانهن أو أو أبناء بعولتهن أو
فل الذين لم يظهروا على عورات الن ساء جال أو الط ربة من الر يضربن ول التابعين غير أولي ال
جميعا أيه المؤمنون لعلك م تفلحون بأرجلهن ليعلم ما يخفين من زينتهن وتوبوا إلى الل
4
“And tell the believing women to reduce [some] of their vision and guard their
private parts and not expose their adornment except that which [necessarily]
appears thereof and to wrap [a portion of] their head covers over their chests
and not expose their adornment except to their husbands, their fathers, their
husbands' fathers, their sons, their husbands' sons, their brothers, their
brothers' sons, their sisters' sons, their women, that which their right hands
possess, or those male attendants having no physical desire, or children who
are not yet aware of the private aspects of women. And let them not stamp their
feet to make known what they conceal of their adornment. And turn to Allah in
repentance, all of you, O believers, that you might succeed.”(Surah 24 An-Nur,
Ayah 31)
According to the Quran Tafsir by Ibn Kathir, this Ayah is a command
from Allah to the believing women, and jealousy on His part over the wives of
His believing servants. It is also to distinguish the believing women from the
women of the Jahiliyyah and the deeds of the pagan women. The reason for the
revelation of this Ayah was mentioned by Muqatil bin Hayyan, when he said:
"We heard -- and Allah knows best -- that Jabir bin `Abdullah Al-Ansari
narrated that Asma' bint Murshidah was in a house of hers in Bani Harithah,
and the women started coming in to her without lower garments so that the
anklets on their feet could be seen, along with their chests and forelocks. Asma'
said: `How ugly this is!' Then Allah revealed this Ayah. Furthermore, the words
which are underlying the use of hijab must be cover the chests area following
the Ibn Kathir’s Tafsir are:
﴾ (and to draw their veils all over their Juyub) ﴿وليضربن بخمرهن على جيوبهن
means that they should wear the outer garment in such a way as to cover their
chests and ribs, so that they will be different from the women of the Jahiliyyah,
who did not do that but would pass in front of men with their chests completely
uncovered, and with their necks, forelocks, hair and earrings uncovered.
5
﴾ and to draw their (Khumur) veils all over their) ﴿وليضربن بخمرهن على جيوبهن
Juyub) Khumur (veils) is the plural of Khimar, which means something that
covers, and is what is used to cover the head. This is what is known among the
people as a veil. Sa`id bin Jubayr said: ﴾وليضربن﴿ (and to draw) means to pull it
around and tie it securely. ﴾ (their veils all over their Juyub) ﴿بخمرهن على جيوبهن
means, over their necks and chests so that nothing can be seen of them.
Al-Bukhari recorded that `A'ishah, may Allah be pleased with her, said:
"May Allah have mercy on the women of the early emigrants. When Allah
revealed the Ayah: ﴾ and to draw their veils all over) ﴿وليضربن بخمرهن على جيوبهن
their Juyub), they tore their aprons and Akhtamar themselves with them.''
In addition, there are another two Hadith which also mention about the
use of hijab. The Hadith says:
ة ول يجدن ونساء كاسيات عاريات مميلت مائلت رءوسهن كأسنمة البخت المائلة ل يدخلن الجن
ا ليوجد من مسيرة كذا وكذاريحها وإن ريحه
“There are two types of the people of Hell whom I have not seen, men with
whips like the tails of cattle with which they strike the people, and women who
are clothed yet naked, Mumîlât Mâ’ilât, (walking with an enticing gait or
turning away from righteousness and leading others astray) with their heads
like the humps of camels leaning to one side. They will not enter Paradise nor
smell its fragrance, and its fragrance may be detected from such and such a
distance.” (Narrated by Muslim in hadith no. 3971, Ahmad no. 8311, and Imam
Malik no. 1421)
مرها فلتجعل تحتها غللة فإني أخاف أن تصف حجم عظمها
“Order her to use another clothes inside that Quthbiya clothes, for I am afraid
that it is still reveal her body shape.” (Narrated by Ad Dhiya’ Al Maqdisi,
Ahmad, and Baihaqi).
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Hence, it can be understood that the Surah and Hadith are emphasizing
the obligation and instruction in using a proper hijab for Muslim women, such
as the hijab must cover the chests area, the material must be thick or not
transparent, and it should be loose or not tight.
Though, the research about celebrity endrosement is well explored, but
study which uses religiosity which proposed by Mansour & Diab (2016) as the
mediator between celebrity endorsement and advertising effectiveness has not
been conducted in Indonesia country (Jawa Barat province) before. Therefore,
this study raised the following questions 1. Do Celebrity Endorsement
(Expertise, Trustworthiness, Attractiveness) influence customer Attitude
towards the Advertisement and Purchase Intention?, 2. Do Religiosity mediates
the relationship between Celebrity Endorsement and Attitude towards the
Advertisement and Purchase Intention? and 3. Do Attitude towards the
Advertisement influence Purchase Intention?
At last, the purpose of this paper is to find out the influence of using
celebrity endorsement in online media advertising (Youtube) for Muslim
fashion market, more substantially, a major contribution of this paper is to
understand the relationship between religiosity, celebrity endorsement,
customers attitude and purchase intention.
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1.2 Significance of the study
The researcher hopes that this paper can give significant results to certain
parties such as:
1. For the researcher, to comply the university requirements for completing
the study as well as acquiring the degree from the Business Administration
study program.
2. For President University, to contribute in the online retail industry (e-
commerce) research, especially for celebrity endorsement which correlate
with religiosity, customer attitude, and purchase intention cases.
3. For future research, to help in giving additional references regarding the use
of celebrity endorsement which mediated by religiosity on advertising
effectiveness.
1.3 Limitation
The main focus of this study is to investigate the effectiveness of
celebrity endorsement with religiosity as the mediating variable and its
implication on customer attitude and purchase intention in Muslim fashion e-
commerce. Based on that, the object of this study only focusses to online
Islamic fashion store. HijUp is chosen as their own a creative way in promoting
the products through video campaign (tutorial hijab) in the HijUp Youtube
Channel. Thereafter, the respondents in the research only valid for people who
have ever seen the advertisement from HijUp which use a celebrity. Moreover,
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the respondents should be Muslim that stay in Jawa Barat area in order to meet
with the religiosity variables and because the study is conducted in Jawa Barat
province.
1.4 Organization of the skripsi
Overall, the formation of this paper consists of five chapters. In the first
chapter, it is talking about the broad theme of this paper, starting from the
phenomenon and opportunity that happen in the society, the problem statement,
the objectives, and the limitation of the study. Next, the second chapter, is the
explanation of relevant literature review for each variable which ended with the
research gap. After that, the methodology used in the research discussed digger
in the third chapter, it is ranging from the theoretical framework until data
collection method and also analysis for every subchapter. In the further section,
result and discussion from the previous chapter is provided such as validity and
reliability test, respondent profile, and descriptive and inferential analysis.
Lastly, it is closed with the conclusion in the fifth chapter coupled with future
recommendations for next researches.
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CHAPTER II
LITERATURE STUDY
To further understand the relationship between the variables, theories related to
celebrity endorsement, religiosity, attitude towards the advertisement and purchase
intention is elaborated in this chapter. Celebrity endorsement is chosen as an
independent variable, while the rest are account for the dependent variables. At the end
of this section, research gaps are given to see how far the distinctness of this study with
previous research.
2.1 Purchase Intention
Purchase intention is defined as an individual’s tendency to act towards the
conformity brand (Rezvani, Dehkordi, Rahman, Fouladivanda, Habibi, &
Eghtebasi, 2012). According to (Tariq, Nawaz, Nawaz, & Butt, 2013), the purchase
intention process begins before customers decide to buy a particular product. The
cet austomers usually search and gather for appropriate information about the
desired brand. After that, they will make a judgement pertaining to its attributes, if
they find the product suits with themselves, they will start thinking about the
purchase decision. Higher purchase intention indicates higher possibility from
customers buying a product (Wang, Cheng, & Chu, 2013). Hence, the main
objective of marketing communication to create an intention from customers to buy
the marketed product can be obtained (Hutter, Hautz, Dennhardt, & Füller, 2013).
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Prior study has examined that there were various factors affecting customer
purchase intention such as attitude towards the advertisement (Storme,
Myszkowski, Davila, & Bournois, 2015) and celebrity endorsement (Suki, 2014).
Following Rahman, Asrarhaghighi, & Rahman (2015), there is a positive
relationship between customers’ attitude and intention to choose halal products.
Souiden & Jabeur (2015) also believe that attitude toward the ads is an important
aspect to perform customer purchase intention. Furthermore, favorable attitude
from customers towards social media advertising are likely reflect to their action,
and thus, they might buy the advertised product or seek for more detail information
(Boateng & Okoe, 2015).
On the other hand, Mansour & Diab (2016) propose that purchase intention is
influenced by some important factors, one of their findings indicate that celebrity
credibility has a strong positive impact on purchase intention. Another observation
suggests that the fictional celebrity has no great impact on purchase intention
compare to human celebrity in term of low-involvement product (shampoo) and
food product (chocolate) (Jain, Roy, Daswani, & Sudha, 2011). Roy, Jain, & Rana
(2013) studied the comparison between film celebrity and sports celebrity and
found that different types of celebrity had a different significant influences on
purchase intention. Wang, Cheng, & Chu (2013) claimed that the best way of
driving customer purchase intention is through celebrity endorsement. In addition,
Samat, Ramlee, Bakar, Annual, & Rasid (2016) indicate endorser credibility that
11
holds three dimensions which are attractiveness, expertise and trustworthiness can
significantly influnce online purchase intention.
For purchase intention variable, referring to previous study by Roy & Jain
(2017), three items were selected to measure the purchase intention of hijab product
such as, “would like to puchase”, “would consider purchasing”, and “would
definitely purchase”.
2.2 Attitude towards the Advertisement
Attitude is the positive or negative characteristics of one person holds towards
a source (Mahmoud, 2014). Beforehand, Craton & Lantos (2011) stated brand
advertising is forming the customer brand attitude and lead to customers’ decision
making, subsequently, advertising effectiveness is assessed based on how far and
favorable the brand attitude changes would persuade the targeted customers. The
idea of attitude towards the advertisement expressed as an inclination to react in a
pleasant or an unpleasant manner to a specific advertising stimulus during a certain
event (Pyun & James, 2011). In other words, attitude towards the advertisement
refer to behavioral response from the audience towards the ads (Ling, Piew, & Chai,
2010). Following from previous study, celebrity endorsement was believed to have
impact on customers’ attitude towards the ads (Munnukka, Uusitalo, & Toivonen,
2016).
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Munnukka, Uusitalo, & Toivonen (2016) provides recent finding in the area of
beauty-related contexts arguing that celebrity endorsement have significant
influence on attitudes towards the ads. A study by Ilicic & Webster (2011), show
that when customers have a connection, in regard of an affection from a fan towards
a celebrity, will significantly determine more positive attitude towards the
advertisement. Moreover, the study recommends that celebrities to whom
customers are closer are more effective endorsers compared to whom customers
are lack of attached. It seems that celebrity endorsement is an important variable to
take into account as Zafar & Rafique (2012) also interpreted that celebrity
endorsement has a proper impact on customers’ attitude towards the advertised
brand. Additionaly, Jain, Roy, Daswani, & Sudha (2011) proposed that human
celebrity has a greater impact on the attitude of adolescent towards advertisements
of food and non-food low involvement products.
The attitude towards the advertisement variable was measured through some
items ranging from, “feel the advert was very good”, “feel the advert was
enjoyable”, “feel the advert was interesting”, and “a lot about the advert that I
learned”. The four constructs measurement were adopted from Munnukka,
Uusitalo, & Toivonen, (2016).
2.3 Religiosity
Religion is an important cultural factors that involved in every aspect of society,
it entered the individual life’s to evaluate whether he is a devout or non-devout
13
follower (Khraim, 2010). It describes the purposes of life that are involved in the
values and attitudes of a community (Ariffin, Ismail, & Shah, 2016). The term of
religiosity intends to rate the degree of religious commitment towards a religious
group (Siala, 2013). Souiden & Rani (2015) found that role of religiosity was likely
affects consumer preferences to choose certain product. Religiosity levels also
indicate those who are high on religiosity tend to consider several controversial
products advertisements rather than the low religiosity group (Run, Butt, Fam, &
Jong, 2010). Generally, religions provide consistency and minimize the ambiguity
by set the strict rules, norms and prohibitions (Ketelaar, Konig, Smit, &
Thorbjornsen, 2015). For instance, Islamic teaching that forbids Muslim from
consuming pork and drinking alcohol or the obligation for women to cover their
hair using syar’i hijab. In turn, religious value influence the decisions that
consumers make (Alam, Mohd, & Hisham, 2011).
For the present study, religiosity used as the mediating role between celebrity
endorsement, attitude towards the advertisement and purchase intention. Adapted
the same study from Mansour & Diab (2016), religiosity mediates partially between
celebrities’ credibility and attitude towards the advertisement. They also found
religiosity partially mediating the relationship between celebrity credibility and
purchase behavior. The term of partially mediated refers to the level of acceptance
celebrity credibility towards customer attitude and intention, it confirms that the
higher religiosity the respondent, will impact to negative attitude and intention they
will develop, and the little credible they find the celebrities. Other than that, Usman,
14
Tjiptoherijanto, Balqiah, & Agung (2017) use the religious norms as a factor to
connect religiosity and customer preference to choose Islamic bank. The study
claims that religious norms have significant influences in the relationship between
religiosity and choosing Islamic banks. However, religiosity was not always affects
Muslim customer to select Islamic banks. Only those in the traditional group who
have strong religiosity consider to choose Islamic banks, and this in contrast with
the modern group which tend to refuse the role of religiosity as an unimportant
factor when selecting Islamic banks. In case of Malaysia, Ariffin, Ismail, & Shah
(2016) validate that role of religiosity can significantly reduced the ego-defensive
function of Malaysia Muslim who still visit Kopitiam (a modern coffee shop which
have many negative issues related to the Halal certification) which affect to their
attitude towards advertising as well.
To measure the religiosity variable, total of eight constructs measurement were
combined from some prior studies. The first three questions covering from
“attending religious talk”, “reading religious books”, and “wathcing religious
programs” were taken from Khraim (2010), another two questions about “prayer
times”, and “fasting in the month of Ramadhan” were adapted from Alam, Mohd,
& Hisham (2011), two more questions for “paying the zakat” and “spending time
with others from religious affiliation” were from Rahman, Asrarhaghighi, &
Rahman (2015), and one last question asking the “influence of religious beliefs to
buy something” was from Taylor, Halstead, & Haynes (2010).
15
2.4 Celebrity Endorsement
Celebrity endorsement is a common widely used marketing strategy which has
been applied in several companies to influence their target market and reach the
goals (Munnukka, Uusitalo, & Toivonen, 2016). According to Roy, Jain, & Rana
(2013), celebrity endorsement describes as a person who take pleasure on his or her
public existences and uses his strength for marketing campaign purposes such as
appearing it in an ad. Wei & Li (2013) stated that there were other aspects of the
marketing mix that must be combined with celebrity endorsement, for example the
distribution and the pricing policy, thus, the aim of successful celebrity
endorsement to create favorable responses from customers can be earned. The use
of celebrity also can lead to a positive response from customers considering that
they feel closer to their favorite celebrities (Suki, 2014). In addition, many
advertisers prefer to feature their products with celebrity because of the inherent
fame that portrayed in the endorsed celebrity with the brands (Banytė, Stonkienė,
& Piligrimienė, 2011). At this time, celebrity endorsement chosen as an
independent factor influencing another variable which has been explained in the
earlier.
Following Dwivedi, Johnson, & McDonald (2015), they were measure
celebrity endorsement into three dimensions which were attractiveness,
trustworthiness, and expertise, and the same dimension were chosen to be explored
for the present study. Furthermore, they define celebrity trustworthiness as the level
of receiver’s belief to accept certain assumption from the speaker’s messages, while
16
expertise describes as customer perception toward endorsers knowledge, capability
or experience to the object being endorsed, and attractiveness is the perception of
the customers regarding the physical appeal of a celebrity.
The celebrity endorsement measurement was adpated from prior studies that
consist of three dimensions, which were attractive, trustworthiness, and expertise
(Wei, Wu, & Li, 2013). Overall, fifteen appropriate questions were used to measure
the effectiveness of celebrity endorsement, five items of attractiveness were consist
of “attractive”, “classy”, “good looking”, “stylish”, and “appealing”, other five
items of trustworthiness were “dependable”, “honest”, “reliable”, “sincere”, and
“trustworthy”, five more questions of expertise were “expert”, “experienced”,
“knowledgeable”, “qualified”, and “skilled”.
2.5 Research Gaps
Previously, several studies related to celebrity endorsement have been
investigated. Wei, Wu, & Li (2013) was conducted the research for a sports shoe
brand and fitness center industry, while in the case of the USA, Dwivedi, Johnson,
& McDonald (2015) was undertook the study for sports drinks industry, and
Munnukka, Uusitalo, & Toivonen, (2016) was chooses beauty products industry to
the object of the study. Differs from prior studies, this research is examining the
celebrity endorsement in the context of fashion Muslim industry (hijab product).
Religiosity is used as the mediating role at present study, before that, there was
study used the same variable but as the moderator. Ariffin, Ismail, & Shah (2016)
17
used religiosity as a moderator between ego-defensive function and customers’
attitude towards the ads, however, this study use religiosity to mediates the
relationship between celebrity endorsement, attitude towards the ads, and purchase
intention.
The customer’s attitude of this study was examined through an online
advertising in a Youtube Channel, other than that, Mahmoud (2014) use an
advertising from Web site to see the attitude given from the customers, and further,
Boateng & Okoe (2015) were used social media advertising to be analyzed.
To measure the purchase intention variable, Pan, Kuo, Pan, & Tu (2013) use
five construct measurement with seven-point likertscale, Thamizhvanan & Xavier
(2013) having four question statements with five-point Likert scaled-response, but
this study only adopt three items question with seven-point likertscale.
Lastly, this study was adopted the same framework from Mansour & Diab
(2016), meanwhile, one hypothesis was added from attitude towards the
advertisement to purchase intention (Rahman, Asrarhaghighi, & Rahman, 2015).
Furthermore, they were conduct the study in Malaysia, while this study was
established in Jawa Barat, Indonesia. Hence, those reasons are represent the major
gaps in this study.
18
CHAPTER III
METHODOLOGY
This chapter aims to explain the way how to conduct the research. Beforehand,
quantitative research method is applied as the result of this paper more leads for
managerial action which need huge data in order to generalize the result (Boateng &
Okoe, 2015). Accordingly, the structure of this section is ranging from the theoretical
framework, continue with the hypothesis, after that the operational definition of
variable, next is the instrument, afterwards the sampling, then the data collection
method and last the data analysis.
3.1 Theoretical Framework
Figure 3.1 Theoretical Framework
3.2 Hypothesis
Following from prior study in the literature study above, this study believes that
there is correlation between each variable. Therefore, this research are proposes
some hypothesis as follows:
H1 : Celebrity Endorsement influences Attitude towards the Advertisement
19
H1.1 : Celebrity Trustworthiness influences Attitude towards the
Advertisement
H1.2 : Celebrity Expertise influences Attitude towards the Advertisement
H1.3 : Celebrity Attractiveness influences Attitude towards the
Advertisement
H2 : Celebrity Endorsement influences Purchase Intention
H2.1 : Celebrity Trustworthiness influences Purchase Intention
H2.2 : Celebrity Expertise influences Purchase Intention
H2.3 : Celebrity Attractiveness influences Purchase Intention
H3 : Religiosity mediates the relationship between Celebrity Endorsement
and Attitude towardsthe Advertisement
H4 : Religiosity mediates the relationship between Celebrity Endorsement
and Purchase Intention
H5 : Attitude towards the Advertisement influences Purchase Intention
3.3 Operational Definitions of Variable
Table 3.1 Operational Definitions of Variable
3.4 Instrument
The instrument in this study is measured using a noncomparative scale (no need
to compare with other brand/product), seven-point Likert scale is presented to each
20
statement with 1 represented as “strongly disagree” to 7 which indicate to “strongly
agree”. The questionnaire is separated into three parts, that are screening questions,
demographics and questions statement for all variables. For the demographics
section, the respondent are asked to fill about their personal information, including
residence, age, educational level, and occupations. Further, a total of thirty
questions statement covering the purchase intention with three questions, attitude
towards the ads with four items, and religiosity with eight constructs, and celebrity
endorsement with fifteen questions are given and should be completed by the
respondent. Each questions in the instrument are adopted from prior study which
has been elaborated in the previous chapter. The original instrument from earlier
study used English language when conducted the research, for the present study,
translation in Indonesian language is added in order to have a better understanding
to each statement since this research is conducted in Jawa Barat, Indonesia.
3.5 Sampling
As this research was designed to examine the effectiveness of celebrity
endorsement towards customers attitude and purchase intention mediated by
religiosity, hence the respondent population were targeted to any Muslim female
who have watched the online video advertisement (tutorial hijab) which
collaborated with Laudya Cynthia Bella in HijUp official Youtube Channel.
To determine the sample size, following Osborne & Costello (2004) which
believe that the adequate sample size for a research is approximately based on these
21
scales: 50 scales are very poor, 100 scales are poor, 200 scales are fair, 300 scales
are good, 500 scales are very good, and 1000 or more is excellent. Therefore, the
scale between 200 and 300 was chosen as the range to collect proper outcome. In
result, 383 responses were gathered, however, only 277 useable responses were
qualified to be proceed.
The distribution of the survey was limited to Jawa Barat region with focus to
nine big cities in the province, namely Bekasi, Bandung, Bogor, Cirebon, Cimahi,
Depok, Sukabumi, and Tasikmalaya. Jawa Barat was voted to be the area of
observation from the data of Indonesia Statistics (Figure 3.2) which shows Jawa
Barat has the largest Muslim population rather than other provinces. Hence, it
considered Jawa Barat to be the potential area to find appropriate respondents and
can represent Muslim population as a whole. Moreover, as this study used the
mediation effect of religiosity, so only those who wear hijab were asked and
selected to fill out the questionnaire. Based on this, purposive (judgement)
sampling from non-probability sampling was used for the present study. Purposive
sampling explained as a technique in which the selection of an individual depends
on the researcher’s judgement in regard to the fit of the sample member to fulfill
the required characteristics (Zikmund, Babin, Carr, & Griffin, 2010). For the
purposive of sampling technique, statement used for screening were “have you ever
seen the tutorial hijab video by HijUp featuring Laudya Cynthia Bella before?” and
“are you a female?”.
22
3.6 Data Collection Method
Primary data which directly collected from respondents were gathered
electronically using Google Form. It was disseminated through several Instant
Messaging as well as personal approaches referring to the link of the questionnaire
through Google Form. The duration to gather all of the data was about three months
from beginning October to ending December 2017.
3.7 Data Analysis
After obtaining and collecting the raw data from Google Form, the validity and
reliability tests were processed using statistical software. Validity is to which a data
truthfully represent a concept with accurate measurement, while reliability is
related to the consistency of a measure (Zikmund, Babin, Carr, & Griffin, 2010).
Some criteria of construct validity are: KMO and Barlett’s test should be more than
or equals to 0,5, communalities should be more than or equals to 0,5, total variance
should exceed 60%, and rotated component matrix should more than 0,4. On the
other hand, to assessed the realibility uses the minimum scale of coefficient alpha
which is should be at least 0,6 (Field, 2009).
Structured Equation Model (SEM) used as the tools to test the hypothesis. The
goodness of fit of the data needs to be evaluated before testing the hypothesis. The
criteria’s of the good fit are: X2-Chi Square must be ≤ 0,05 (P ≤ 0,05), the
CMIN/DF must be ≤ 5,00, the Goodness Fit Index (GFI) should between 0,05 and
0,9 (0,05 ≤ GFI ≤ 0,9), the Adjusted Fix Index (AGFI) should be between 0,05 and
23
0,10 (0,5 ≤ AGFI ≤ 0,10), then for the Trucker Lewis Index (TLI), Comparative Fit
Index (CFI), Normed Fit Index (NFI), and Inferential Fit Index (IFI) should be ≥
0,90 (TLI, CFI, IFI ≥ 0,9) and last the Root Mean Square Error of Approximation
(RMSEA) should be between 0,05 and 0,08 (0,05 ≤ RMSEA ≤ 0,08). After that, to
see the result of the hypothesis testing is through the Maximum Likelihood
Estimated in Regression Weight and the Squared Multiple Correlation. In order to
have significant hypothesis, the Critical Ratio (C.R) value and the P value should
be > 1,96 and < 0,05, while the Squared Multiple Correlation amis to see how much
the ability of exogenus variable to explain its variance to every endogenus variables
(Khine, 2013).
24
CHAPTER IV
RESULTS AND DISCUSSIONS
4.1 Validity and Reliability Test
Factor analysis was used to examine the construct validity in this study. At first,
three dependent variable were tested at the same time to find appropriate outcome.
Before obtaining a proper result, there were some items removed as the result is
below the acceptable standard. The deleted items were from Religiosity variable
for statement 1, statement 2, statement 3, and statement 5. Then, significant result
were generated after removing several items, such as the KMO and Bartlett’s Test
is 0,851 and 0,000, Communalities for Religiosity is ranged between 0,548 to
0,640, for Attitude Towards the Advertisement is 0,733 to 0,860, and Purchase
Intention from 0,716 to 0,840, Total Variance Explained is 72,667%, and last is the
Rotated Component Matrix for three independent variables were range from the
highest 0,891 to the smallest 0,656.
After that, the independent variable was added and processed together with the
three initial dependent variables to find the complete result. Eventually, a final
favorable outcome is obtained. The overall result of four variables were, KMO and
Bartlett’s Test is 0,932 and 0,000, Communalities is from 0,568 to 0,864, Total
Variance Explained is 74,188%, and Rotated Component Matrix ranged between
0,656 to 0,845.
25
Furthermore, cronbach’s alpha is used to analyze the reliability of each
dependent and indepedent variables. The reliability coefficients for all variables
were, for fifteen items of Celebrity Endorsment is 0,934, for Religiosity which
consist of four items is 0,725, for four item from Attitude towards the
Advertisement is 0,927, and three items of Purchase Intention is 0,878. In sum, all
constructs measure were consistently defining that the instrument is reliable. The
complete result of validity and reliability test are shown in Appendix 4a, 4b, 4c, 4d,
4e, 4f, 4g, 4h, and 4i.
4.2 Respondent’s Profiles
Of the 383 total questionnaires, 277 responses were completely usable for this
study. Besides, at the beginning of the questionnaire, two screening questions were
given to the respondents before they were able to continue to the next section. In
further, four demographics questions covering the residence, age, educational level,
and occupations of respondents were appeared. Below is the detail explanation of
respondent’s profiles.
1. Respondents by Screening Questions
Table 4.1 Respondents by Screening Questions
On the first section of the questionnaire, the response show as much as
103 (27%) people were never seen the advertisement, while 280 (73%)
26
people were answer that they ever watched the hijab tutorial by Laudya
Cynthia Bella in HijUp Youtube Channel.
In term of gender, there were only 3 (1%) people responses as not a
female, and the rest 277 (99%) were female and qualified to continue to
fill out the complete questionnaire.
2. Respondent’s Profiles
Table 4.2 Respondents Profiles
The detail information about respondent demographics were as follows
(Table 4.2).
The greater number of residence distribution were from Bekasi City
with 69 (25%) people, 44 (16%) people were live in Bandung City, 43
(16%) people were from Bogor City, 20 (7%) people stay in Depok
City, 17 (6%) people remains in Sukabumi City, 8 (3%) people in
Cirebon City, 6 (2%) people in Cimahi City, 4 (1%) people live in
Tasikmalaya City, and 66 (24%) people were account for others which
represented to small districts around Jawa Barat province.
For the respondents age distribution, most of the respondents were age
between 18 to 27 years old with 252 (91%) responses, while 9 (3%)
people were age 28 to 37 years old, 7 (3%) person were age 47 years
old and above, 6 (2%) person were age 17 years old and below, and only
3 (1%) person were age 38 to 48 years old.
27
In line with the age distribution, the majority of respondents’
educational level is Bachelors Degree with 181 (65%) responses, the
Diploma graduate as much as 61 (22%) person, High School with 31
(11%) person, and Master Degree with 4 (2%) person.
At last, the occupations distribution of the respondents were 184 (66%)
responses come from students, 47 (17%) people were work as private
employees, 18 (6%) people were unemployeed, 13 (5%) people were
represent house wife, 5 (2%) people were worked as civil servant, and
10 (4%) were answer for others (entrepreneur, freelancers, etc).
4.3 Descriptive Analysis
1. Celebrity Endorsement
Table 4.3 Celebrity Endorsement Data Summary
Based on Table 4.3 above, it is explained the result from respondent for
celebrity endorsement variable. In term of attractiveness of using hijab,
the respondent were giving response to Laudya Cynthia Bella as
follows, as much as 92% or 255 were choose neutral until strongly agree
that she is an expert, 81,5 or 236 were neutral until strongly agreee that
she is an experienced, 88,5% or 245 were neutral until strongly agree
that she is knowledgable, 93,4% or 259 were neutral until strongly agree
28
that she is qualified, and 93,5% were choose neutral until strongly agree
that she is skillful.
Meanwhile, for the trustworthiness dimension responses, 93,9% or 260
were neutral until strongly agree that Laudya Cynthia Bella is a
dependable person, 94,2% or 261 were choose neutral until strongly
agree Laudya Cynthia Bella is honest person, 94,7% or 262 were neutral
until strongly agree that Laudya Cynthia Bella is reliable person, 97,2%
or 269 were neutral until strongly agree that Laudya Cynthia Bella is a
sincere person, and 97,2% or 269 were neutral until strongly agree that
Laudya Cynthia Bella is trustworthy person.
Afterthat, the respondent’ answer for Laudya Cynthia Bella level of
expertise as an endorser were as follows, 99% or 274 were choose
neutral until strongly agree that she is an attractive person, 98,2% or 272
were neutral until strongly agree that she is a classy person, 99,7% or
276 were neutral until strongly agree that she is beautiful person, 99,2%
or 275 were choose neutral until strongly agree she is stylish person,
and 100% or 277 were choose neutral until strongly agree she is an
appealing person.
2. Religiosity
Table 4.4 Religiosity Data Summary
29
According to Table 4.4 above, it define the religiosity response from
respondent, thus, it can be explained that 98,2% or 272 were neutral
until strongly agree that they regularly offer prayer five times a day,
98,9% or 274 were choose neutral until strongly agree happily and
willingly pay their zakat on time, 98,2% or 272 were neutral until
strongly agree that they were enjoy speding time with others of their
religious affiliation, and 98,9% or 274 were neutral until strongly agree
that religious beliefs influence what they buy.
3. Attitude Towards the Advertisement
Table 4.5 Attitude Towards the Advertisement Data Summary
Referring to Table 4.5 which describe about the attitude towards the ads
from respondent, it can be understand that, 98,52% or 273 were neutral
until strongly agree that the advert was very good, 97,8% or 271 were
neutral until strongly agree that the advert was enjoyable, 96,4% or 267
were neutral until strongly agree that the advert was interesting, and
95,7% or 265 were neutral until strongly agree that there was a lot about
the advert they learned.
4. Purchase Intention
Table 4.6 Purchase Intention Data Summary
At last, on the Table 4.6 that illustrates the respondents intention to
purchase HijUp product which endorsed by Laudya Cynthia Bella were
30
as much as, 78,3% or 216 were neutral until strongly agree to purchase
the endorsed product, 81,6% or 226 were neutral until strongy agree to
consider purchasing the endorsed product, and 66,8% or 185 were
neutral until strongly agree that definitely purchase the endorsed
product.
4.4 Inferential Analysis
Appendix 4j Result of Model Fit of SEM
The result of model fit SEM can be seen in Appendix 4j. The summary result
shows that the value of CMIN/DF is 2,125, GFI is 0,850, AGFI is 0,815, IFI is
0,939, TLI is 0,929, CFI, 0,938, and RMSEA is 0,064 which means all of the value
are fit with the criteria and can be concluded if the SEM model are good fit. Hence,
the SEM model is acceptable and allowed for further analysis.
Appendix 4k Structural Equation Modeling
The conceptual models and the hypothesis in this study is examined using
Structural Equation Modeling (SEM) analysis. There are four variables which
consist of one independent variable (Celebrity Endorsement) and three dependent
variables (Religiosity, Attitude Towards the Ads, and Purchase Intention) included
in the analysis. In order to test the hypothesis, the first step need to be done is
drawing the path diagram. However, from four variables only twenty six items out
of thirty items which has passed the validity test are given the path diagram, the
31
four non valid items from Religiosity are not tested and not included in the SEM
analysis. Afterwards, the final result of SEM model fit is shown in Appendix 4k.
Appendix 4l Squared Multiple Correlation
Further, assessing the result of Squared Multiple Correlations is needed to
explain how much the variance given from the independent variable as a predictors
to its dependent variables. As shown in Appendix 4l, the religiosity only represent
0,148 or 14,8% of its variance and the rest 85,2% can be explain by the other
factors, while the attitude towards the ads is representing 45,9% (0,459) of its
variance and the rest 54,1% might be explain from other factors, and last, the
purchase intention is represent the biggest result which is 0,615 or 61,5% of its
variance and the remaining 38,5% can be explain by other factors which are not
belongs in this research.
Appendix 4m Hypothesis Testing
After conducting the model fit test, next step is to check the hypothesis test
through Regression Weight by looking at the Critical Ratio value and the P value.
In result, from three hypothesis of celebrity endorsement, one hypothesis for
celebrity trustworthiness (H1.1) is rejected because the C.R value is 1,615 and P
value is 0,106. Moreover, one more hypothesis from the second proposed
hypothesis of celebrity endorsement which is celebrity attractiveness (H2.3) is also
rejected because the C.R value and P value is -1,789 and 0,074. Thereupon, this
research use the result from celebrity endorsement to religiosity, then religiosity to
32
attitude towards the advertisement and purchase intention to draw the conclusion
for the mediating effect. As the result, there are two dimension of celebrity
endorsement with C.R value and P value are not fulfilling the requirements. The
C.R value and P value for celebrity expertise are -0,669 and 0,504, while the C.R
value and P value for celebrity trustworthiness are 0,584 and 0,559. Subsequently,
the C.R value and P value of religiosity to attitude towards the ads are 0,330 and
0,741, while for religiosity to purchase intention the C.R value is -0,409 and P
value is 0,683. In sum, religiosity does not mediates the relationship between
celebrity endorsement to attitude towards the ads (H3) and purchase intention
(H4). At last, the result for attitude towards the advertisement to purchase intention
is supported as the C.R value is 5,410 and P value is <0,001. The details of
Regression Weights is given in Appendix 4m.
Appendix 4n Standardized Regression Weight
The results of the standardized regression weight is explain about the influence
of one variables to the other variables. It is shows that Expertise has -6,4%,
Trustworthiness has 6,9% and Attractiveness has 36,5% of influences to
Religiosity. Next, Expertise has 40,6%, Trustworthiness has 13,9% and
Attractiveness has 23,4% of influences to Attitude towards the Advertisement.
Then, Expertise has 40,5%, Trustworthiness has 24,9% and Attractiveness has -
13% of influences to Purchase Intention. After that, Religiosity has 2% of
influences to Attitude towards the Advertisement and -2,3% of influences to
Purchase Intention. At last, Attitude towards the Advertisement has 34,9% of
33
influences to Purchase Intention. The result of Standardized Regression Weights
is shown in Appendix 4n.
4.5 Discussions
The finding of this study shows that source expertise and attractiveness
significantly affects customer attitude towards the advertisement, while
trustworthiness does not seem to affect consumer attitude towards the ads. This
result is different with the previous literature which suggest a positive attitude
toward the advertisement is contructed by trustworthiness, expertise, and
attractiveness of an endorser (Munnukka, Uusitalo, & Toivonen, 2016).
Nevertheless, the earlier study by Sallam (2011) is suggested the same result with
this study. It explain that the consumer is impacted by endorser attractiveness and
expertise to trigger their attitude toward advertisement. Accordingly, this study
shows that Muslim women in Jawa Barat are motivated by the physical appearance
and professionalism of an endorser (Laudya Cynthia Bella) in order to deliver
favorable attitude towards the advertisement, however they were not have much
confidence upon the endorser (Laudya Cynthia Bella) which result to unpleasant
attitude towards the ads (Rezvani, Dehkordi, Rahman, Fouladivanda, Habibi, &
Eghtebasi, 2012).
Other than that, this study reveal that expertise and trustworthiness of an
endorser are significantly influences customer purchase intention, however,
attractiveness does not affect their buying intention. This result seems to contrast
34
with previous study by Samat, Ramlee, Bakar, Annual, & Rasid (2016), they
claimed that attractiveness, expertise and trustworthiness are significantly linked
to online purchase intention. However, in terms of attractiveness have no influence
with purchase intention is found to be in line with the study from Hassan & Jamil,
(2014). They stated that due to strong affiliation of consumers with the brand, so
they were not inspired by attractiveness of the endorser but more concern about
quality, taste and fit of the product. Hence, this result reflects that endorser (Laudya
Cynthia Bella) characteristics are less important to determine the hijab purchase
intention, while the quality (skills in using hijab) and integrity of an endorser
(Laudya Cynthia Bella) are more valuable to generate the hijab purchase intention
of Muslim women in Jawa Barat.
The present study indicates that religiosity is not mediates the relationship
between celebrity endorsement to both customer attitude and purchase intention.
It reveal that the influence of celebrity endorsement to religiosity is rejected, and
the influence of religiosity to customer attitude and purchase intention are not
supported as well. This result support previous finding from Mansour & Diab
(2016). From the research they have been done before, the result show that
religiosity correlates negatively with celebrity credibility, attitude towards the
advertisement and purchase intention, which reflects that the more religious the
respondent, the more negative attitude the respondent develops, the lower purchase
intention they have, and the less credibile they find the celebrities. Therefore, the
result of this study explain that there is still lack of understanding in using proper
35
hijab for Muslim women in Jawa Barat as the direct relationship from celebrity
endorsement are more strengthen their attitude and purchase intention compare
with the result of the mediation effect of religiosity.
At last, this study empirically show that attitude towards the advertisement is
significantly influence customer purchase intention. It found that the results are
consistent with prior studies by Ahmed (2016) and Suki (2014). Specifically, the
finding support an understanding of hijab purchase intention from Muslim women
in Jawa Barat would be greater if they have develops favorable attitude towards
the advertisement in the beginning.
36
CHAPTER V
CONCLUSION
5.1 Hypothesis Answers
To answer the hypothesis proposed in the study, result from previous
analysis are as follows; 1) customer attitude towards the advertisement
influences by the role of celebrity expertise and attractiveness, but not by
celebrity trustworthiness, 2) celebrity expertise and trustworthiness influences
customer purchase intention, while celebrity attractiveness not influences their
intention to buy, 3) religiosity does not mediates the relationship between
celebrity endosement and attitude towards the ads, 4) religiosity does not
mediates the relationship between celebrity endorsement and purchase
intention, and 5) attitude towards the advertisement influences purchase
intention. Accordingly, three from five proposed hypotheses of this study are
supported.
5.2 Future Recomendations
The use of an endorser as an element in the promotional mix has
increased significantly over the past few years (Wei, Wu, & Li, 2013). Hence,
choosing the right endorser is essential for company in order to obtain the
effectiveness from marketing strategy. From the previous analysis, it appears
37
that some areas need more further examination. At this time, this study only use
three dimension of celebrity endorsement (expertise, trustworthiness, and
attractiveness), and it could be more interesting to examine other factors like
similarity (Munnukka, Uusitalo, & Toivonen, 2016), meaning transfer model
(Roy & Jain, 2017), and fit between the endorser and the endorsed product
(Wei, Wu, & Li, 2013) so that more comprehensive result related to celebrity
endorsement can be explored.
Furthermore, this study examine the celebrities’ endorsement
advertisement in online media (Youtube) only, so for future research could be
extended to investigate the effectiveness of using an endorser on other different
media such as television commercials (Mansour & Diab, 2016), printed media
(Sallam, 2011) and so on.
38
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43
APPENDICES
Appendix 1 Online Questionnaire
44
45
46
47
48
49
50
51
52
Source:
https://docs.google.com/forms/d/1sqL0ooy2BXWuB4DuwfPDxbmWabO3tK0IKpYgY
4pHhB0/viewform?edit_requested=true
53
Appendix 2 Data Tabulation
Celebrity Endorsement (Expertise) Celebrity Endorsement (Attractiveness)
CE1 CE2 CE3 CE4 CE5 CE6 CE7 CE8 CE9 CE10
6 5 7 6 7 7 6 7 6 6
5 6 5 5 5 6 6 6 6 6
4 3 3 4 4 3 5 6 6 5
7 7 7 7 7 7 7 7 7 7
4 5 5 5 5 4 4 4 5 5
3 6 6 5 7 6 6 5 6 6
4 4 4 4 4 4 4 4 4 4
4 5 5 4 4 6 6 5 6 6
6 5 5 5 6 6 5 5 6 5
4 5 4 4 3 5 5 4 6 7
6 6 5 5 6 6 5 5 6 6
6 3 6 6 4 6 4 6 6 6
4 5 4 7 5 5 6 5 5 5
4 5 5 5 5 5 5 5 4 4
6 6 6 6 6 6 6 6 6 6
5 5 5 5 5 5 4 4 4 4
6 6 6 6 6 6 6 6 6 6
5 5 6 6 6 6 6 6 6 6
5 5 5 5 7 5 5 4 5 5
5 5 5 6 6 7 7 6 7 7
6 3 5 7 6 6 6 6 6 6
6 6 6 6 6 6 6 6 6 6
4 4 4 4 4 3 3 3 3 3
5 5 5 5 5 5 5 5 6 5
5 5 6 7 7 7 7 7 7 7
5 4 5 6 5 7 6 6 7 7
6 5 5 4 7 7 6 6 6 7
6 5 5 7 7 5 5 5 6 5
3 4 5 6 6 6 6 6 6 6
7 7 7 7 7 7 7 7 7 7
4 4 4 4 4 5 5 4 4 4
4 3 4 5 5 5 6 4 6 4
3 3 3 5 3 4 5 5 6 6
7 7 6 7 6 7 7 6 6 6
6 6 5 5 5 5 5 5 5 5
3 3 4 3 4 4 5 4 5 5
5 7 7 5 7 4 3 6 3 2
5 5 5 6 5 7 7 7 7 7
5 5 5 5 5 5 3 3 3 3
7 7 7 7 7 2 6 6 7 7
7 7 7 7 7 6 6 7 7 7
5 5 5 7 4 6 7 6 7 7
54
6 6 6 6 7 6 7 7 7 7
5 5 5 5 5 3 5 7 5 5
5 5 5 5 5 4 4 4 4 4
4 4 4 4 4 3 4 4 4 4
5 4 5 6 6 6 6 5 5 5
6 6 6 6 7 5 5 6 6 7
5 5 6 5 5 5 6 6 7 6
7 7 7 7 7 7 7 7 7 7
5 5 5 5 5 6 5 5 6 6
6 6 6 6 6 5 4 4 4 4
4 2 3 3 5 5 4 6 5 5
7 5 5 6 7 6 5 5 5 5
5 5 5 5 6 6 6 6 6 6
7 6 7 7 7 5 5 5 6 6
4 2 2 4 3 4 4 4 3 3
5 3 3 6 6 4 4 4 4 4
5 6 4 3 6 5 4 5 4 4
7 7 7 7 7 7 7 7 7 7
4 6 5 5 4 7 6 7 7 7
5 5 6 4 3 6 6 4 4 4
3 3 4 4 5 3 2 4 5 3
7 7 7 7 6 7 7 6 7 7
7 4 5 6 6 6 6 7 5 6
7 6 5 5 5 6 6 6 6 6
7 7 7 7 7 7 6 6 6 6
4 4 4 2 4 3 7 3 7 7
3 2 3 6 3 3 4 2 4 4
6 6 6 6 6 6 6 6 6 6
4 3 3 4 4 5 6 6 5 6
6 4 5 5 5 6 6 6 6 6
3 3 4 3 3 4 4 4 4 4
5 4 5 6 5 6 6 6 5 5
5 4 4 5 5 5 5 5 5 5
5 6 5 5 5 5 5 5 5 7
5 4 2 3 4 4 4 3 5 4
4 3 5 6 4 7 7 7 7 7
5 5 5 4 5 5 5 5 5 5
7 6 7 6 6 4 4 4 5 4
6 5 5 6 7 5 5 5 5 5
5 5 5 5 6 5 5 5 5 5
6 6 4 4 6 4 4 6 4 6
4 4 4 4 4 4 5 5 4 4
6 5 4 7 7 5 5 5 5 5
6 5 5 7 7 7 7 7 6 7
5 5 6 7 5 7 6 6 6 6
7 4 5 5 6 6 6 6 7 5
55
3 3 3 5 4 3 3 3 4 3
7 7 7 7 7 7 7 7 7 7
5 5 5 6 6 7 7 7 7 7
5 5 5 5 5 6 6 6 6 7
5 5 4 4 4 5 5 5 5 5
5 5 5 6 6 6 6 5 6 5
4 5 5 7 5 3 5 5 4 4
4 5 5 5 5 5 5 5 5 5
4 5 5 4 4 4 4 4 5 4
7 6 6 5 6 6 6 6 7 6
6 6 6 6 6 7 6 7 6 7
5 6 5 5 5 6 5 6 5 5
5 5 5 5 5 6 6 6 5 6
5 5 5 5 5 5 6 5 6 6
7 4 5 6 5 6 4 5 5 4
5 6 5 6 6 6 5 5 5 6
7 7 4 4 4 4 6 4 6 5
5 6 6 7 5 4 3 4 5 4
5 5 6 6 6 4 4 4 4 4
6 5 6 7 7 7 7 6 7 7
6 6 5 5 7 7 6 6 6 6
4 6 6 6 6 5 5 5 7 7
5 5 6 6 6 5 5 5 5 6
5 5 3 5 5 7 5 5 5 5
5 5 5 5 5 5 5 5 5 5
5 4 5 7 5 6 6 6 6 5
6 5 7 6 7 7 7 6 7 7
7 1 1 7 7 7 4 7 4 4
5 5 5 7 5 7 6 7 6 7
6 7 6 6 5 6 7 6 6 6
4 4 3 5 4 4 4 4 4 4
6 5 5 6 6 6 6 6 7 7
4 4 3 5 5 5 3 5 4 4
5 5 3 5 5 5 5 5 5 5
5 5 5 5 6 5 5 5 5 5
3 2 2 4 4 4 5 6 6 6
4 5 4 6 4 6 5 5 7 7
5 3 4 4 6 5 5 5 5 5
5 2 3 7 5 6 7 6 6 5
6 6 6 6 6 6 6 6 6 6
5 5 5 5 5 4 3 4 3 4
5 5 5 5 5 5 5 5 5 5
5 4 5 6 6 6 6 6 6 6
5 5 6 7 6 6 6 6 6 6
6 4 5 4 5 6 6 6 6 6
6 6 6 6 6 6 5 5 6 6
56
4 2 3 5 3 3 3 2 2 4
3 4 2 2 2 4 5 5 5 6
4 3 3 3 4 5 5 4 6 5
5 5 6 6 6 5 5 5 5 5
4 2 3 3 3 4 4 4 4 4
4 3 4 4 3 4 4 4 5 5
4 4 4 5 5 5 5 5 4 5
5 4 4 5 5 5 5 5 5 5
4 4 4 4 4 6 4 6 5 6
4 2 2 3 6 4 3 3 4 4
5 5 4 5 5 4 4 4 4 4
5 5 5 6 6 7 6 6 6 6
4 4 4 5 4 4 4 4 4 4
3 3 4 3 3 4 4 4 4 4
4 6 5 7 6 6 6 6 6 6
5 3 4 5 4 5 5 5 5 5
5 5 4 2 7 6 5 5 6 6
5 6 5 6 6 6 6 6 6 6
5 5 5 5 5 5 6 6 5 5
6 6 6 6 6 7 6 6 6 7
5 5 4 4 7 5 4 5 7 7
5 4 4 7 5 6 4 5 7 5
5 5 5 6 5 5 5 5 5 5
5 6 5 6 5 6 6 6 7 6
6 4 5 6 7 6 5 6 5 6
5 5 4 6 5 6 6 7 7 7
5 5 5 5 4 6 6 5 7 6
5 5 5 6 5 6 6 6 6 6
6 6 6 6 6 5 5 7 7 6
6 6 6 6 6 5 5 7 7 6
5 4 4 5 6 5 6 5 6 5
4 6 4 5 5 6 7 5 5 6
5 4 5 5 5 4 6 6 7 6
5 4 5 7 6 7 7 7 7 7
3 3 3 3 7 4 5 3 5 4
7 6 5 6 6 6 7 7 7 7
4 4 3 4 4 4 4 4 4 4
7 7 7 7 7 7 7 7 7 7
6 5 5 6 6 7 6 7 7 6
5 6 5 5 5 4 4 5 5 4
6 7 7 7 7 7 7 5 5 5
5 4 4 4 5 4 5 4 5 5
3 2 2 4 3 2 5 4 6 6
6 6 5 5 6 4 4 5 5 5
6 3 4 4 5 4 4 4 4 4
5 5 5 5 5 5 4 4 4 4
57
4 3 4 6 4 5 6 6 7 7
5 4 5 6 5 5 5 5 7 6
6 6 5 5 6 6 6 6 6 6
7 7 7 7 6 7 6 6 6 6
5 5 4 5 4 5 5 5 5 5
4 4 4 4 4 4 3 3 2 4
7 6 5 7 5 7 7 7 6 6
5 4 5 4 4 4 4 5 5 5
6 6 5 5 7 5 5 6 7 5
5 5 4 4 4 4 4 4 5 5
4 5 4 4 4 4 5 5 6 6
4 5 5 5 7 5 5 6 6 5
6 5 5 6 6 6 6 6 6 6
5 4 4 6 6 5 5 5 5 4
5 4 3 4 5 5 6 5 5 5
6 6 6 6 6 6 6 6 5 5
4 4 4 4 4 4 4 4 4 4
6 6 6 6 6 7 7 7 7 7
4 3 4 5 4 3 5 5 5 5
3 5 5 4 4 6 7 4 6 6
4 2 4 4 4 5 6 5 4 6
3 3 4 4 4 6 6 6 6 6
5 4 4 4 4 5 4 4 4 4
4 3 3 5 5 7 6 6 5 4
7 6 6 6 7 7 7 7 6 7
5 6 7 6 7 5 5 5 5 5
7 7 7 7 7 6 5 5 5 5
6 6 6 6 6 6 4 5 5 5
7 7 7 7 7 7 7 7 7 7
3 4 4 5 2 5 4 4 6 5
6 5 5 3 6 4 4 4 4 4
4 5 4 5 3 4 5 5 4 5
7 7 7 7 7 5 7 6 7 6
4 4 4 4 4 3 3 3 4 4
6 4 6 6 6 6 5 6 6 6
7 7 7 7 7 7 7 7 7 7
6 5 5 5 5 5 5 5 6 6
6 6 7 7 7 6 5 5 6 6
5 5 5 5 5 4 4 4 4 4
3 2 1 3 2 3 4 4 5 5
6 5 5 5 5 5 5 5 5 5
7 7 7 7 7 7 7 7 7 7
6 4 5 5 5 5 4 4 4 5
6 5 5 5 5 5 6 5 5 5
7 7 6 7 7 7 7 6 7 7
6 5 6 5 5 5 5 5 5 5
58
3 6 5 6 6 5 6 5 5 6
3 3 3 4 3 6 6 6 6 6
6 7 6 7 7 7 7 7 7 7
4 3 3 3 5 4 4 5 4 4
5 5 6 7 7 6 7 7 7 7
6 7 7 6 5 7 5 5 7 6
6 7 7 5 6 7 6 6 7 5
7 6 5 7 6 7 7 6 7 6
7 6 6 6 5 7 7 6 7 5
7 6 7 6 7 6 7 7 7 7
5 6 7 5 6 6 6 5 7 6
7 7 7 7 7 7 7 7 7 7
5 5 5 6 7 7 6 5 5 4
6 5 5 2 6 4 5 5 5 3
6 6 7 5 7 6 6 6 6 5
5 5 5 6 5 6 6 6 7 6
4 2 2 4 3 6 6 6 6 6
5 6 6 6 7 6 4 5 5 5
6 6 5 6 7 7 6 6 7 6
6 7 7 6 6 7 6 6 6 6
7 6 6 7 5 7 6 7 7 6
6 7 7 7 6 7 7 6 5 6
7 7 7 7 6 5 7 6 7 7
6 5 5 5 6 5 6 5 5 5
7 7 7 7 7 5 5 5 6 5
7 7 7 6 7 6 5 6 5 5
7 7 7 6 6 7 5 6 7 7
4 4 4 5 5 4 3 4 4 4
6 7 6 7 7 7 7 5 5 4
6 7 7 6 5 7 7 6 7 6
7 7 7 7 7 6 6 6 5 6
7 7 6 7 6 6 6 6 6 7
7 7 7 7 6 7 6 6 7 7
7 7 7 6 7 6 6 6 7 7
6 7 7 6 7 7 6 7 6 7
6 6 6 6 6 5 5 5 4 4
6 6 6 6 6 6 4 6 5 5
5 5 5 6 5 4 4 4 4 4
3 3 3 3 3 4 5 3 6 4
7 7 6 7 6 7 7 6 6 7
3 2 3 4 5 4 4 3 3 3
4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4
2 3 4 7 4 3 3 3 4 4
5 5 4 6 7 3 3 3 4 4
4 4 4 4 4 4 4 4 4 4
59
6 6 7 5 6 6 5 4 7 7
6 6 6 7 6 6 6 6 6 6
4 4 4 4 4 4 3 4 4 4
6 6 6 6 6 5 5 6 5 5
6 6 6 6 6 6 6 6 6 6
Celebrity Endorsement (Trustworthiness)
CE11 CE12 CE13 CE14 CE15
7 7 7 7 7
6 6 6 6 6
5 5 4 5 6
7 7 7 7 7
5 6 6 6 6
7 6 7 6 6
4 4 4 4 4
6 5 7 5 5
5 6 5 6 6
7 7 7 7 6
6 5 6 6 6
7 7 7 7 7
7 6 7 5 6
6 5 6 7 5
6 6 6 6 6
5 5 5 5 4
6 6 6 6 6
6 6 6 6 6
7 5 7 7 7
7 7 7 6 7
6 6 7 6 6
6 6 6 6 6
5 4 6 6 6
6 5 6 6 6
7 7 7 7 7
7 7 7 7 7
6 6 6 6 6
7 7 7 7 7
6 6 7 6 6
7 7 7 7 7
4 4 6 5 5
6 6 7 6 5
5 6 6 6 6
7 7 7 7 7
5 5 5 5 5
5 6 7 6 6
7 7 7 7 5
60
7 7 7 6 6
3 3 5 6 5
7 7 7 7 7
7 7 7 7 7
7 6 7 7 7
7 6 6 7 7
6 5 7 7 6
4 4 5 4 4
4 4 4 4 4
6 5 6 6 6
7 7 7 7 6
7 7 7 7 7
7 7 7 7 7
7 7 7 7 7
6 6 6 6 6
6 7 7 6 7
7 7 7 7 7
6 6 6 6 6
7 7 7 7 7
5 7 6 5 4
5 5 6 6 5
6 6 6 6 6
7 6 7 7 7
7 7 7 7 7
6 6 6 5 6
6 6 7 6 6
7 7 7 7 7
7 6 7 7 7
5 5 5 6 6
7 7 7 7 7
7 7 7 7 7
4 4 5 6 6
7 7 7 7 7
6 6 7 6 6
6 6 7 6 7
6 6 7 7 7
6 6 6 6 6
5 5 5 5 5
5 5 6 6 6
6 5 7 6 6
7 7 7 7 7
5 5 6 5 5
6 5 7 7 7
6 6 7 7 7
6 5 7 6 6
7 5 6 6 6
61
6 6 4 6 6
7 6 6 6 6
7 6 7 7 7
7 7 7 6 7
6 7 7 7 7
6 5 6 5 5
7 7 7 7 7
7 7 7 7 7
7 7 7 7 7
6 5 6 6 5
6 7 6 6 6
7 7 7 7 7
6 6 7 6 5
6 6 6 5 5
7 7 7 7 7
7 7 6 7 7
6 6 6 6 6
7 6 7 7 7
6 6 6 6 6
7 7 7 7 6
7 6 5 6 7
7 6 7 7 5
7 6 7 7 6
7 6 7 7 7
7 7 7 7 7
6 6 6 7 6
7 7 7 7 7
6 6 7 7 6
7 7 7 7 7
6 6 6 6 7
6 6 7 7 7
5 5 6 7 7
7 7 7 7 7
7 7 7 6 7
7 7 7 7 6
6 4 6 6 4
7 7 7 7 7
6 6 6 6 6
5 5 6 5 5
7 6 6 6 6
7 7 7 7 7
7 7 7 7 7
6 6 6 6 6
7 6 7 7 7
6 6 6 6 6
4 3 6 6 4
62
5 5 5 5 5
7 7 7 7 7
7 7 7 7 7
6 6 6 6 6
6 7 6 6 6
7 2 6 7 7
4 6 7 3 6
6 6 7 6 6
6 6 6 6 6
4 4 5 5 5
6 6 7 6 6
6 6 6 6 6
6 6 7 7 7
7 6 7 6 7
7 5 7 7 6
5 6 6 6 4
6 7 6 7 6
5 5 5 4 5
3 3 4 4 4
6 6 6 6 6
7 6 6 7 6
7 7 7 7 7
7 7 7 7 7
6 6 6 6 5
7 6 7 7 7
7 7 7 7 7
7 7 7 7 5
6 6 7 7 7
7 6 7 7 6
7 7 7 7 7
7 7 7 6 6
7 7 7 7 7
7 6 7 6 6
7 7 7 7 7
7 7 7 7 7
7 6 6 6 6
7 7 7 6 7
6 6 7 6 6
7 7 7 7 7
6 5 6 6 4
7 7 7 7 7
1 2 2 3 4
7 7 7 7 7
7 6 7 7 7
6 6 7 7 7
7 7 7 7 7
63
6 6 7 7 6
6 6 6 6 6
6 5 7 7 6
6 5 6 6 6
4 4 4 6 4
7 7 7 6 6
7 7 7 6 7
6 6 7 6 6
7 7 6 7 6
5 5 7 5 5
4 4 5 6 5
7 7 7 7 7
5 4 6 7 6
6 6 7 7 6
5 5 6 6 6
7 6 7 5 6
7 7 7 6 7
7 7 7 7 7
6 6 6 6 6
6 6 6 6 6
6 7 6 7 6
6 6 6 6 6
7 7 7 7 7
6 4 6 6 6
7 7 7 6 6
7 6 7 5 5
6 6 6 6 6
6 6 6 5 5
7 6 7 7 7
7 7 7 7 6
5 6 6 7 6
7 7 7 7 7
6 6 7 6 6
7 7 7 7 7
7 6 7 7 6
6 4 6 6 4
5 6 6 6 5
7 7 7 7 7
6 6 7 7 7
7 6 7 7 7
7 7 7 7 7
7 5 7 7 6
7 6 6 6 6
6 6 6 5 5
4 4 6 6 6
5 5 5 4 4
64
7 7 7 7 7
7 6 7 7 7
6 5 5 5 5
6 7 7 7 7
7 6 7 5 7
7 7 7 7 7
6 6 6 6 6
7 7 7 7 7
6 6 7 7 6
7 7 7 7 7
6 6 7 5 7
7 6 6 7 5
7 6 7 7 7
6 7 7 7 6
7 7 7 7 7
6 6 6 6 6
7 7 7 7 7
7 5 6 7 7
7 6 7 7 7
6 6 6 6 7
7 6 6 5 7
7 7 7 7 7
6 5 6 6 6
5 6 7 7 5
7 7 7 6 7
6 5 7 6 6
6 7 6 7 7
6 6 7 7 6
5 4 6 6 7
7 7 7 7 7
7 7 7 7 5
7 6 7 6 6
6 5 6 6 5
7 7 6 7 6
7 7 7 7 6
7 7 7 7 6
7 7 7 7 7
6 6 6 7 7
7 7 6 7 6
7 7 7 7 6
6 5 6 6 6
7 6 7 6 6
4 4 5 5 4
6 6 6 5 5
7 7 6 7 7
5 6 6 7 6
65
6 4 6 6 6
4 4 4 4 4
6 5 6 7 4
6 6 6 6 5
5 4 5 5 4
6 7 4 7 7
7 7 7 7 7
4 4 6 6 6
6 6 6 7 6
6 6 6 7 6
Religiosity
RLG1 RLG2 RLG3 RLG4 RLG5 RLG6 RLG7 RLG8
6 6 6 6 7 7 7 7
5 4 5 7 7 7 5 6
4 4 3 7 7 7 6 7
7 7 7 7 7 7 7 7
4 4 4 7 7 6 6 6
7 6 6 7 7 7 7 6
4 4 4 4 4 4 4 5
3 3 4 2 3 7 7 6
4 5 6 4 7 7 6 7
4 4 5 4 6 6 6 4
5 4 6 5 7 7 6 5
7 6 5 7 7 7 7 7
7 7 6 7 7 7 7 7
5 5 5 7 7 7 5 6
6 6 6 7 7 7 6 6
4 5 4 7 7 6 6 6
6 6 6 6 6 6 6 5
5 5 6 7 7 7 6 6
6 5 7 7 7 7 7 7
5 5 5 6 6 7 7 7
4 5 5 7 7 4 7 7
6 6 6 7 7 6 6 6
4 4 5 4 7 5 5 7
4 4 4 7 7 6 6 5
5 6 7 7 7 7 3 7
4 4 4 6 7 4 7 7
5 6 5 7 7 7 7 7
6 6 6 7 7 6 7 7
4 3 4 6 7 7 7 6
6 6 7 6 7 7 7 7
5 5 4 4 6 5 3 5
4 3 4 6 7 7 7 6
66
6 5 6 7 7 7 7 6
7 7 7 7 7 7 7 7
5 5 5 5 5 5 5 5
6 6 4 7 7 5 7 7
3 3 3 7 7 7 7 7
7 7 6 7 7 7 7 7
5 3 5 7 7 7 7 7
7 6 7 7 7 7 7 7
7 5 5 7 7 7 7 6
5 7 5 7 7 7 6 7
7 7 7 7 7 7 7 7
5 5 6 6 7 7 7 7
3 3 4 6 7 5 6 6
5 4 6 7 7 7 7 5
7 7 7 7 7 7 7 4
5 4 5 6 7 7 5 7
5 5 4 7 7 7 6 6
4 3 5 5 7 7 7 7
6 5 7 7 7 7 7 5
3 5 4 4 5 4 5 5
5 7 4 7 7 7 7 7
7 5 5 4 5 5 6 5
5 5 4 6 6 6 6 6
3 5 4 7 5 7 6 4
6 6 6 6 7 7 7 7
3 3 4 5 7 6 6 6
5 5 6 4 6 7 5 6
7 7 7 7 7 7 7 7
4 6 5 7 7 7 7 7
7 5 4 7 7 7 7 4
5 3 4 7 7 7 6 7
4 3 3 7 7 7 4 4
6 5 5 7 7 7 7 7
5 5 5 5 5 5 5 6
6 5 4 7 7 6 6 6
4 1 2 7 7 7 7 7
7 7 7 7 7 7 7 7
5 5 5 7 7 6 6 5
7 7 5 7 7 7 7 7
2 3 2 6 6 6 6 6
1 2 4 7 7 7 7 7
3 4 4 7 7 7 7 7
4 4 4 7 7 7 7 6
4 5 7 5 5 5 5 5
4 4 3 6 6 6 4 4
6 6 5 7 7 7 7 7
67
6 5 5 7 7 7 7 7
3 3 3 6 7 5 7 7
3 4 4 7 7 7 6 7
4 4 4 5 7 7 5 6
5 5 6 6 6 4 6 7
3 2 2 6 7 7 7 7
4 3 5 7 7 6 7 7
6 6 6 7 7 6 6 6
3 4 3 7 7 6 5 6
7 7 6 6 7 7 7 4
7 5 5 7 7 7 7 7
5 6 5 5 7 7 7 7
6 5 5 7 7 7 6 7
2 5 5 6 7 7 7 7
4 5 5 4 7 7 7 6
5 4 4 7 7 5 6 6
6 7 7 5 6 7 6 5
7 4 4 7 7 7 7 7
3 3 4 6 7 6 6 6
7 7 7 7 7 7 7 6
7 6 6 6 6 6 6 4
2 3 3 5 7 7 7 7
5 5 5 5 6 6 5 7
7 6 5 6 7 7 7 7
2 3 5 7 7 7 7 7
5 4 6 7 7 7 5 6
6 6 5 7 7 7 7 7
3 3 3 5 7 6 4 5
5 5 6 7 7 7 7 7
4 5 6 7 7 7 5 6
4 3 3 6 5 5 6 5
6 4 5 6 7 7 7 7
6 5 4 6 7 7 7 7
4 5 5 3 7 5 7 6
3 2 3 7 7 7 7 5
5 6 5 6 6 7 6 4
4 7 6 4 7 7 6 7
7 7 7 7 4 7 7 7
3 5 6 6 6 6 6 6
4 4 5 7 7 7 7 5
3 5 5 4 6 6 6 7
5 5 6 7 7 7 6 7
3 4 3 7 7 5 7 7
4 5 5 7 7 7 5 7
3 3 3 7 7 7 7 6
4 4 3 4 7 6 6 6
68
4 3 3 6 7 4 6 7
3 3 5 7 7 7 5 6
4 4 4 6 7 7 7 7
4 4 4 6 7 7 7 7
4 3 4 7 7 7 7 6
5 5 5 4 5 5 5 5
5 5 4 7 7 7 5 7
4 5 6 7 7 7 7 7
3 2 3 6 6 5 6 6
5 5 4 6 6 6 6 5
4 6 6 6 5 6 7 7
6 7 7 7 7 7 7 7
4 4 4 7 7 7 7 7
6 4 4 7 7 7 7 7
2 2 2 5 7 7 5 2
3 4 3 6 7 6 4 6
5 4 5 5 6 5 5 5
5 5 5 7 7 7 5 5
6 5 6 7 7 7 7 7
1 2 4 1 7 3 7 4
2 3 3 7 7 7 6 6
3 2 4 6 7 7 5 7
4 4 4 6 7 7 7 7
5 4 4 7 7 7 6 6
2 4 2 7 7 7 7 7
4 3 5 5 7 5 7 7
4 7 6 7 7 7 7 7
4 5 3 4 7 5 6 4
6 6 6 6 6 6 6 6
4 4 5 7 7 6 6 4
4 5 5 6 7 7 7 7
3 3 4 5 7 7 7 4
6 5 6 7 7 7 5 7
6 5 6 7 7 7 7 7
7 6 6 7 7 7 7 7
3 6 5 7 7 7 7 7
2 3 2 5 7 7 6 7
6 6 6 6 7 6 6 7
5 5 6 7 7 6 6 7
5 5 6 7 7 6 6 7
5 4 5 7 7 6 7 6
3 3 2 7 7 7 6 5
2 3 5 7 7 5 6 5
4 3 6 6 7 7 6 7
4 3 5 7 7 7 7 4
6 4 7 4 7 7 7 7
69
2 2 2 2 2 1 1 4
1 4 5 5 7 7 7 7
6 6 7 7 7 7 7 7
4 4 4 6 7 6 6 4
6 5 5 7 7 7 7 5
4 3 5 6 7 6 6 7
4 4 3 6 7 7 6 6
3 5 3 7 7 7 7 7
3 3 3 5 6 7 5 7
4 4 5 7 7 7 7 7
3 4 6 6 7 5 4 6
6 3 5 7 7 7 6 5
5 4 5 7 7 7 7 7
5 6 7 7 7 7 7 7
1 4 4 7 7 7 7 6
3 3 2 7 7 6 6 5
6 5 5 6 7 6 6 5
6 5 4 7 7 7 7 7
5 5 5 5 7 7 7 6
4 4 4 7 7 7 6 6
6 6 5 7 7 6 6 7
5 5 4 6 7 7 7 7
4 6 5 7 7 7 7 7
5 5 3 7 7 6 6 5
4 3 5 4 7 7 7 7
7 6 6 7 7 6 7 7
6 6 6 7 7 7 7 7
6 6 7 7 7 7 6 7
6 6 6 7 7 7 7 7
4 3 3 6 7 7 5 4
7 7 4 7 7 7 7 7
5 4 5 6 6 6 6 6
3 3 4 6 7 7 7 7
6 4 4 7 7 6 6 7
7 6 6 7 7 7 7 6
4 3 5 5 7 6 6 6
5 5 6 7 7 7 5 6
4 5 6 6 6 7 7 7
6 6 5 7 7 7 7 7
3 2 4 6 7 7 7 6
5 5 5 7 7 7 7 6
4 3 4 7 7 6 5 7
7 7 5 7 7 7 7 7
5 5 6 6 6 5 4 4
4 5 5 6 6 6 6 6
7 5 6 7 7 7 7 7
70
5 5 4 6 7 6 5 5
3 3 4 6 7 6 6 7
4 4 4 5 7 5 5 5
4 3 6 7 7 7 7 7
6 6 6 5 5 5 5 5
7 7 7 7 7 7 7 7
5 4 4 5 7 6 7 7
4 3 3 5 7 4 6 6
5 6 5 7 7 7 7 6
4 5 5 7 7 6 7 7
3 5 5 7 7 7 7 5
3 3 5 6 7 7 7 5
5 6 6 7 7 7 7 7
5 4 4 7 7 7 6 6
7 7 6 7 7 7 7 7
7 6 7 7 6 7 7 6
7 7 7 6 5 6 7 6
6 7 7 7 7 6 5 6
7 6 6 7 7 7 6 6
5 6 6 7 7 6 6 6
6 7 6 6 7 6 6 6
7 7 7 7 7 7 7 7
6 7 7 7 7 7 7 7
6 5 6 7 7 7 6 7
3 3 3 3 3 3 2 3
6 4 5 6 7 7 7 7
4 6 4 6 6 6 6 6
4 6 6 6 7 7 7 6
7 7 7 6 7 6 7 6
6 6 6 6 7 7 6 7
7 6 7 7 6 5 7 6
7 6 6 7 7 7 6 7
7 6 6 7 7 7 7 6
7 7 6 7 7 7 7 7
3 2 2 6 6 7 7 7
7 5 5 6 7 7 7 7
7 6 7 7 6 6 7 7
4 4 4 7 7 7 5 5
5 4 4 5 5 4 5 5
7 6 7 7 7 6 7 6
7 6 6 7 7 6 7 7
6 6 7 7 6 7 6 7
7 7 6 7 6 6 6 7
7 7 7 6 7 7 6 7
7 7 6 6 7 6 7 7
4 6 5 5 5 7 5 5
71
5 5 5 6 6 6 6 7
4 4 4 6 7 7 5 6
4 4 4 7 7 7 7 7
6 6 6 7 7 6 6 7
3 3 4 5 7 4 7 7
4 4 4 4 7 5 6 5
5 5 3 4 4 4 7 4
3 5 3 5 6 6 7 7
3 3 3 6 7 7 6 3
3 3 3 4 4 4 4 4
4 4 4 5 6 5 7 7
4 4 5 6 6 5 3 5
4 3 3 7 7 7 6 7
7 6 6 6 7 7 6 6
6 7 6 7 7 7 7 7
Attitude towards the Advertisement Purchase Intention
ATA1 ATA2 ATA3 ATA4 PI1 PI2 PI3
7 7 7 7 5 6 5
4 4 4 4 4 4 4
4 5 4 4 4 4 4
7 7 7 7 7 7 7
6 4 5 5 6 4 5
5 5 4 5 3 1 1
4 4 4 4 3 3 3
5 5 5 4 5 4 3
6 6 7 7 7 7 6
6 6 6 6 5 5 4
5 5 5 5 6 6 5
7 7 7 5 6 6 6
3 4 4 1 2 2 1
5 5 6 5 4 4 4
5 5 5 5 4 4 4
5 5 5 5 4 5 3
6 6 6 6 5 5 5
5 5 5 6 4 4 4
5 5 5 6 6 5 6
6 6 6 7 6 6 5
6 6 6 5 4 5 1
6 6 6 6 6 6 6
4 4 4 4 2 2 2
5 5 5 4 4 4 4
7 7 7 7 7 7 7
7 7 7 7 6 6 5
6 6 5 6 4 4 2
72
6 5 6 6 6 6 5
6 6 6 6 6 5 2
7 7 7 7 7 5 7
4 4 4 4 4 4 4
6 6 5 5 4 3 2
4 4 4 4 4 3 3
7 7 7 7 7 7 7
5 6 5 5 5 5 5
4 5 4 4 4 3 2
5 5 4 5 3 4 2
6 6 5 6 6 5 5
5 5 5 5 3 3 3
7 7 7 7 6 6 5
7 6 7 7 5 5 5
5 5 5 5 5 5 5
6 6 6 6 6 7 6
5 6 6 5 5 5 5
4 4 4 4 3 3 1
4 4 4 4 4 4 4
4 5 4 5 4 4 4
7 7 7 7 5 5 5
6 6 6 6 5 4 4
7 7 7 7 6 5 6
6 6 6 7 3 6 4
5 5 5 4 5 5 5
4 4 4 4 4 4 3
6 6 5 6 6 6 5
6 5 6 6 5 6 5
4 4 2 6 5 4 6
6 5 6 6 2 2 2
4 4 4 4 3 3 4
5 5 5 5 3 4 4
7 7 7 7 7 4 7
5 5 5 5 5 5 5
5 5 6 6 3 2 1
5 5 6 6 4 3 3
7 7 7 7 5 7 5
6 4 5 6 7 2 6
6 6 6 6 6 6 6
6 6 6 5 4 4 4
4 4 4 4 1 1 1
3 2 2 2 1 1 1
6 6 6 6 5 5 5
5 4 5 3 1 3 1
6 7 6 6 6 6 6
7 6 6 6 3 3 2
73
5 5 5 6 5 5 3
4 4 4 4 4 4 4
5 5 5 5 5 5 5
5 5 5 4 5 4 4
5 5 5 5 5 6 3
5 5 5 5 5 5 5
7 7 7 5 4 4 4
6 6 6 6 6 6 6
5 6 6 6 3 4 3
4 6 5 6 4 4 4
4 4 4 4 3 3 3
6 6 6 5 6 6 4
6 6 6 7 6 6 6
6 6 6 6 6 7 5
5 5 6 6 6 6 6
5 5 5 5 4 5 2
7 7 7 6 6 6 6
6 6 7 6 5 6 2
6 6 6 6 5 6 4
5 5 5 5 4 6 4
6 6 5 6 6 7 6
6 6 6 4 2 5 2
4 5 5 5 4 4 4
5 5 5 5 5 5 2
7 7 7 7 7 7 7
5 5 5 6 6 6 7
5 5 3 5 4 5 5
7 6 7 7 4 4 4
6 6 6 6 5 6 5
5 6 4 4 4 4 4
7 6 6 5 6 5 5
6 7 7 7 6 2 4
5 6 6 6 3 2 1
5 5 4 4 4 5 4
7 6 6 7 5 7 4
5 4 5 4 7 6 5
4 3 3 4 2 2 2
5 5 5 4 5 5 5
4 7 5 5 2 4 1
5 5 5 3 3 6 3
6 6 6 5 4 4 4
5 6 6 4 3 4 2
7 7 7 7 7 4 4
5 5 5 5 4 4 3
6 7 6 5 5 6 5
3 3 3 3 3 3 1
74
6 7 7 7 4 4 4
6 6 7 6 4 5 4
6 5 5 4 4 4 4
6 5 5 5 4 5 1
5 5 5 4 3 4 2
6 6 6 4 1 1 1
5 6 7 7 6 5 3
6 6 6 6 4 4 4
6 6 6 6 5 5 5
5 5 5 6 4 6 3
5 5 5 5 5 5 4
6 5 6 5 7 6 5
6 6 6 6 5 6 4
5 6 6 5 5 4 4
5 5 5 5 5 5 5
4 4 6 4 5 3 2
4 4 4 6 3 2 1
6 6 6 5 5 6 4
5 5 4 5 5 6 5
5 5 5 5 3 3 3
4 5 6 5 4 3 3
5 4 4 4 3 5 2
6 6 6 5 5 5 5
6 6 6 5 4 5 4
4 3 2 2 1 4 3
4 4 4 4 4 4 3
6 6 6 6 3 4 3
4 4 4 4 4 4 4
4 4 3 5 4 4 3
4 5 4 5 3 3 2
6 6 6 6 4 4 4
7 7 7 5 4 4 5
5 5 5 5 6 6 6
4 4 4 4 4 4 4
7 7 7 6 6 6 4
4 5 4 4 3 6 5
7 7 7 7 3 4 2
7 7 7 7 5 5 5
6 6 6 4 5 5 3
5 5 5 4 6 5 5
5 4 4 3 5 6 2
6 6 5 5 5 6 4
6 6 6 6 5 5 5
6 5 5 4 4 5 4
6 5 5 4 4 5 4
5 4 5 4 4 4 4
75
7 6 6 5 4 4 3
6 5 4 5 6 3 6
6 6 6 6 5 4 6
4 4 4 5 3 6 4
7 7 7 7 7 2 6
6 6 4 4 4 3 3
7 6 7 7 7 1 7
5 5 6 6 6 3 5
6 4 4 6 3 6 3
5 5 7 6 5 4 5
5 6 6 7 4 3 3
4 4 4 4 2 2 1
6 5 5 6 4 4 4
6 5 5 5 4 5 4
4 5 5 5 3 3 3
5 5 5 5 2 4 2
5 6 6 6 4 5 5
6 6 6 6 4 4 3
7 6 6 6 6 6 6
5 5 5 5 2 3 2
4 4 4 3 3 3 2
4 4 4 5 7 6 6
5 6 4 4 4 5 2
5 6 5 6 7 6 4
5 5 6 4 3 4 2
4 6 4 3 4 3 2
5 4 5 4 4 4 4
6 6 6 5 5 5 5
5 5 5 5 4 5 5
5 6 6 5 3 3 2
6 5 5 6 4 4 4
4 4 4 4 4 4 4
6 7 7 6 6 6 5
5 4 4 5 3 3 3
4 4 4 5 3 5 3
5 6 6 5 4 6 4
5 5 6 5 5 5 4
6 5 6 5 3 4 3
6 5 5 4 3 3 3
7 7 7 7 6 5 5
5 5 5 6 6 6 6
7 7 7 7 5 5 5
5 5 5 6 4 5 4
7 7 7 7 5 5 3
4 4 5 4 3 4 3
4 4 5 4 3 3 3
76
5 4 5 4 4 3 3
4 4 5 4 5 5 5
4 6 6 6 4 4 2
5 5 5 5 4 5 5
7 7 7 7 7 7 7
5 5 5 5 6 6 5
6 6 6 6 6 5 6
6 5 6 6 6 6 5
5 4 3 4 2 1 1
5 4 4 5 2 2 2
7 7 7 7 7 7 7
6 6 5 4 6 5 6
6 5 5 5 4 4 5
6 7 6 6 6 6 6
7 7 7 7 5 5 5
5 6 5 4 5 5 4
3 3 4 3 3 5 2
7 7 7 7 4 7 4
5 5 6 6 2 2 2
7 7 7 7 7 7 7
6 7 6 7 7 6 7
7 7 6 6 6 7 5
7 6 7 5 7 6 7
6 6 7 7 6 7 7
7 7 7 7 7 6 5
7 7 6 7 6 7 6
7 7 7 7 6 6 6
7 6 6 6 5 5 5
4 6 6 6 6 4 6
5 4 5 5 4 6 6
6 6 6 6 5 5 5
6 5 6 6 5 4 4
4 4 4 6 6 6 5
7 6 7 6 7 7 6
7 7 6 6 6 6 6
7 6 6 6 6 5 7
7 6 7 7 7 6 7
7 6 7 7 7 6 6
5 5 5 5 4 4 3
7 7 7 7 5 6 3
7 7 7 7 7 7 7
7 6 6 7 7 7 7
4 4 3 3 3 4 3
7 5 6 7 6 6 7
7 6 6 6 7 6 6
7 6 6 7 6 7 7
77
7 6 7 7 7 6 6
7 7 7 7 7 7 7
7 7 6 7 7 7 6
7 6 7 6 7 7 6
5 5 5 5 3 4 2
7 7 7 6 6 6 6
5 5 5 5 4 4 4
4 3 3 3 3 4 3
7 7 6 6 7 6 6
6 6 6 4 2 3 3
6 6 6 5 5 5 5
4 4 4 4 4 4 4
6 5 6 5 2 6 1
5 4 4 4 2 3 1
4 4 4 4 3 3 3
7 7 6 6 4 4 4
5 5 5 6 4 4 4
6 7 7 7 5 5 5
5 5 5 5 4 5 4
6 6 6 7 6 6 5
78
Appendix 4a KMO-MSA and Bartlett’s Test of Three Dependent Variables
Source: SPSS ver. 22 Outputs
Appendix 4b KMO-MSA and Bartlett’s Test of All Variables
Source: SPSS ver. 22 Outputs
Appendix 4c Communalities of Three Dependent Variables
Source: SPSS ver. 22 Outputs
79
Appendix 4d Communalities of All Variables
Source: SPSS ver. 22 Outputs
80
Appendix 4e Total Variance Explained of Three Dependent Variables
Source: SPSS ver. 22 Outputs
Appendix 4f Total Variance Explained of All Variables
Source: SPSS ver. 22 Outputs
81
Appendix 4g Rotated Component Matrix of Three Dependent Variables
Source: SPSS ver. 22 Outputs
82
Appendix 4h Rotated Component Matrix of All Variables
Source: SPSS ver. 22 Outputs
83
Appendix 4i Reliability Test
Component Cronbach’s Alpha
Celebrity Endorsement 0,934
Religiosity 0,725
Attitude towards the Advertisement 0,927
Purchase Intention 0,878
Source: SPSS ver. 22 Outputs
Appendix 4j Result of Model Fit SEM
Indicator Cut-off Value Result Evaluation
X2-Chi Square P ≤ 0,05 0,000 Significant
CMIN/DF CMIN/DF ≤ 5 2,125 Good Fit
RMSEA 0,05 ≤ RMSEA ≤ 0,08 0,064 Marginal Fit
GFI 0,5 ≤ GFI ≤ 0,9 0,850 Marginal Fit
AGFI 0,5 ≤ AGFI ≤ 0,9 0,815 Marginal Fit
TLI TLI ≥ 0,9 0,929 Good Fit
CFI CFI ≥ 0,9 0,938 Good Fit
IFI CFI ≥ 0,9 0,939 Good Fit
Source: AMOS ver. 22 Outputs
84
Appendix 4k Structural Equation Modeling (SEM)
Source: SPSS AMOS ver. 22 Outputs
Appendix 4l Squared Multiple Correlations
Estimate
RLG ,148
ATA ,459
PI ,615
Source: AMOS ver. 22 Outputs
85
Appendix 4m Hypothesis Testing
Estimate S.E. C.R. P Label
RLG <--- EXP -,048 ,072 -,669 ,504 par_21
RLG <--- TRST ,049 ,084 ,584 ,559 par_22
RLG <--- ATTR ,369 ,110 3,356 *** par_23
ATA <--- EXP ,420 ,076 5,514 *** par_24
ATA <--- TRST ,134 ,083 1,615 ,106 par_25
ATA <--- RLG ,028 ,085 ,330 ,741 par_28
ATA <--- ATTR ,325 ,111 2,935 ,003 par_32
PI <--- ATTR -,260 ,145 -1,789 ,074 par_26
PI <--- TRST ,347 ,108 3,208 ,001 par_27
PI <--- RLG -,045 ,110 -,409 ,683 par_29
PI <--- ATA ,503 ,093 5,410 *** par_30
PI <--- EXP ,603 ,107 5,615 *** par_31
Note: *** shows P < ,001
Source: AMOS ver. 22 Outputs
Appendix 4n Standardized Regression Wegiht
Estimate
RLG <--- EXP -0,064
RLG <--- TRST 0,069
RLG <--- ATTR 0,365
ATA <--- EXP 0,406
ATA <--- TRST 0,139
ATA <--- RLG 0,02
ATA <--- ATTR 0,234
PI <--- ATTR -0,13
PI <--- TRST 0,249
PI <--- RLG -0,023
PI <--- ATA 0,349
PI <--- EXP 0,405
Source: AMOS ver. 22 Outputs
86
TABLES AND FIGURES
Figure 1.1 Muslim Populations
Source: http://www.pewforum.org/2015/04/02/muslims/
Figure 1.2 Indonesia as the Biggest Muslim Population
Source: http://www.pewforum.org/2015/04/02/muslims/
87
Figure 1.3 Wardah featuring Dewi Sandra
Source: http://www.pengetahuanproduk.com/2015/09/harga-wardah-exclusive-
series-terbaru-terlengkap-2015.html
Figure 1.4 HijUp Logo
Source: https://twitter.com/hijup
Figure 1.5 HijUp Brand Ambassadors
Source: https://www.facetofeet.com/event/2119/dian-pelangi-dan-laudya-cynthia-
bella-terpilih-menjadi-brand-ambassador-terbaru-hijup
88
Figure 1.6 Comparison HijUp YouTube Viewers With and Without Celebrity
Endorsement
Source: https://www.youtube.com/watch?v=l1unA4Ry9z4
Source: https://www.youtube.com/watch?v=TtNOz7M2Yg8
89
Figure 1.7 Tutorial Hijab According to Al Quran and Hadith vs Tutorial Hijab
by Laudya Cynthia Bella on YouTube
Source: http://www.modelmuslims.com/2016/07/tutorial-hijab-modern-terbaru.html
Source: https://wolipop.detik.com/read/2017/01/26/142054/3406198/1635/tampil-
cantik-ke-acara-formal-dengan-tutorial-hijab-ala-laudya-cynthia-bella
90
Figure 3.1 Theoretical Framework
Source : Constructed by researcher
H2
H3
H5 H4
H1 Celebrity
Endorsement
Expertise
Trustworthiness
Atrractiveness
Religiosity
Attitude
towards the
Advertisement
Purchase
Intention
91
Figure 3.2 Muslim Populations in Jawa Barat Province
Source: Statistics Indonesia Report 2010
Table 1.1 Number of Followers in HijUp Social Media
No. Social Media Followers
1 Instagram 651,000
2 Facebook 291,336
3 Youtube 225,951
4 Twitter 60,256
5 Pinterest 1,359
Source: Constructed by reseracher
92
Table 3.1 Operational Definitions of Variables
Variables Items
Code
Original
Questions
Adjusted
Questions Sources
Celebrity
Endorsement
Expertise
CE1 This person
is expert
Laudya
Cynthia Bella
is an expert in
using hijab
Khong Kok
Wei, Wu,
You Li,
(2013)
CE2
This person
is
experienced
Laudya
Cynthia Bella
is an
experienced
in using hijab
CE3
This person
is
knowledgea
ble
Laudya
Cynthia Bella
is
knowledgeabl
e in using
hijab
CE4 This person
is qualified
Laudya
Cynthia Bella
is qualified in
using hijab
CE5 This person
is skilled
Laudya
Cynthia Bella
is skillful in
using hijab
Trustworthi
-ness
CE6
This person
is
dependable
Laudya
Cynthia Bella
is a
dependable
person
CE7 This person
is honest
Laudya
Cynthia Bella
is honest
person
CE8 This person
is reliable
Laudya
Cynthia Bella
is reliable
person
CE9 This person
is sincere
Laudya
Cynthia Bella
is a sincere
person
93
CE10
This person
is
trustworthy
Laudya
Cynthia Bella
is a
trustworthy
person
Attractive-
ness
CE11 This person
is attractive
Laudya
Cynthia Bella
is an
attractive
person
CE12 This person
is classy
Laudya
Cynthia Bella
is a classy
person
CE13
This person
is good
looking
Laudya
Cynthia Bella
is a beautiful
person
CE14 This person
is stylish
Laudya
Cynthia Bella
is a stylish
person
CE15 This person
is appealing
Laudya
Cynthia Bella
is an
appealing
person
Religiosity
RLG1
Attending
religious
talk at
mosque
I attend
religious talk
at mosque
Hamza
Khraim,
(2010)
RLG2
Reading
religious
books and
magazines
individually
I read
religious
books and
magazine
individually
RLG3
Watching
religious
programs
on TV
I watch
religious
programs on
TV
94
RLG4
I regularly
offer prayer
five times a
day.
I regularly
offer prayer
five times a
day
Syed Shah
Alam,
Rohani
Mohd,
Badrul
Hisham,
(2011) RLG5
I fast
regularly in
the month
of
Ramadhan.
I fast
regularly in
the month of
Ramadhan
RLG6
I happily
and
willingly
pay my
zakat on
time
I happily and
willingly pay
my zakat on
time Azmawani
Abd Rahman,
Ebrahim
Asrarhaghigh
i, Suhaimi
Ab Rahman,
(2015) RLG7
I enjoy
spending
time with
others of
my
religious
affiliation
I enjoy
spending time
with others of
my religious
affiliation
RLG8
My
religious
beliefsinflue
nces what I
buy
My religious
beliefs
influence
what I buy
Valerie A.
Taylor, Diane
Halstead &
Paula J.
Haynes,
(2010)
Attitude towards the
Advertisement
ATA1
I feel the
advert was
very good
I feel the
advert was
very good
Juha
Munnukka,
Outi
Uusitalo,
Hanna
Toivonen,
(2016)
ATA2
The advert
was
enjoyable
I feel the
advert was
enjoyable
ATA3
The advert
was
interesting
I feel the
advert was
interesting
ATA4
There was a
lot about the
advert that I
liked
There was a
lot about the
advert that I
learned
95
Purchase Intention
PI1
I would like
to purchase
the brand
endorsed by
my favorite
celebrity
I prefer to
purchase
HijUp’s
product
endorsed by
Laudya
Cynthia Bella
Subhadip
Roy, Varsha
Jain, (2017)
PI2
I would
consider
purchasing
the brand
endorsed by
my favorite
celebrity
I will
consider
purchasing
HijUp
product
endorsed by
Laudya
Cynthia Bella
PI3
I would
definitely
purchase
the brand
endorsed by
my favorite
celebrity
I will
definitely
purchase
HijUp
product
endorsed by
Laudya
Cynthia Bella
Source : Constructed by researcher
Table 4.1 Screening Questions
No. Screening Questions Yes No
1 Have you ever seen the tutorial hijab video by HijUp
featuring Laudya Cynthia Bella before? 73% 27%
2 Are you a female? 99% 1%
Source : Constructed by researcher
Table 4.2 Respondent’s Profiles
No. Respondent Profile Quantity Percentage
1 Residence Distribution
Bekasi City 69 25%
Bandung City 44 16%
Bogor City 43 16%
Cirebon City 8 3%
96
Cimahi City 6 2%
Depok City 20 7%
Sukabumi City 17 6%
Tasikmalaya City 4 1%
Others 66 24%
2 Age Distribution
Below 17 years 6 2%
18 - 27 years 252 91%
28 - 37 years 9 3%
38 - 48 years 3 1%
49 years and above 7 3%
3 Educational Level Distribution
High School 31 11%
Diploma 61 22%
Bachelor Degree 181 65%
Master Degree 4 2%
4 Occupations Distribution
Student 184 66%
Civil Servant 5 2%
Private Employee 47 17%
House Wife 13 5%
Unemployed 18 6%
Others 10 4%
Source : Constructed by researcher
Table 4.3 Celebrity Endorsement Data Summary
Questions 1 2 3 4 5 6 7
F (%)
Expertise
Laudya Cynthia
Bella is an expert
in using hijab
0 1 21 53 88 69 45
0% 0,4% 7,6% 19,1% 31,8% 24,9% 16,2%
Laudya Cynthia
Bella is an
experienced in
using hijab
1 13 27 49 86 61 40
0,4% 4,7% 9,7% 17,7% 31% 22% 14,4%
Laudya Cynthia
Bella is
knowledgeable in
using hijab
2 7 23 57 96 50 42
0,7% 2,5% 8,3% 20,6% 34,7% 18% 15,2%
0 4 14 46 76 81 56
97
Laudya Cynthia
Bella is qualified in
using hijab
0% 1,4% 5,1% 16,6% 27,4% 29,2% 20,2%
Laudya Cynthia
Bella is skillful in
using hijab
0 3 15 46 77 78 58
0% 1,1% 5,4% 16,6% 27,8% 28,2% 20,9%
Trustworthiness
Laudya Cynthia
Bella is a
dependable person
0 2 15 52 70 80 58
0% 0,7% 5,4% 18,8% 25,3% 28,9% 20,9%
Laudya Cynthia
Bella is honest
person
0 1 15 52 78 86 45
0% 0,4% 5,4% 18,8% 28,2% 31% 16,2%
Laudya Cynthia
Bella is reliable
person
0 2 13 50 83 91 38
0% 0,7% 4,7% 18,1% 30% 32,9% 13,7%
Laudya Cynthia
Bella is a sincere
person
0 2 6 47 77 80 65
0% 0,7% 2,2% 17% 27,8% 28,9% 23,5%
Laudya Cynthia
Bella is a
trustworthy person
0 1 7 57 73 83 56
0% 0,4% 2,5% 20,6% 26,4% 30% 20,2%
Attractiveness
Laudya Cynthia
Bella is an
attractive person
1 0 2 14 29 99 132
0,4% 0% 0,7% 5,1% 10,5% 35,7% 47,7%
Laudya Cynthia
Bella is a classy
person
0 2 3 20 40 111 101
0% 0,7% 1,1% 7,2% 14,4% 40,1% 36,5%
Laudya Cynthia
Bella is a beautiful
person
0 1 0 8 17 96 155
0% 0,4% 0% 2,9% 6,1% 34,7% 56%
Laudya Cynthia
Bella is a stylish
person
0 0 2 7 27 103 138
0% 0% 0,7% 2,5% 9,7% 37,2% 49,8%
Laudya Cynthia
Bella is an
appealing person
0 0 0 18 34 111 114
0% 0% 0% 6,5% 12,3% 40,1% 41,2%
1 = Strongly Disagree 2 = Disagree 3 = Somewhat Disagree 4 = Neutral 5
=Somewhat Agree 6 = Agree 7 = Strongly Agree
Source : Constructed by researcher
98
Table 4.4 Religiosity Data Summary
Questions 1 2 3 4 5 6 7
F (%)
I regularly offer prayer
five times a day
1 2 2 19 30 72 151
0,4% 0,7% 0,7% 6,9% 10,8% 26% 54,5%
I happily and willingly
pay my zakat on time
1 0 2 11 27 62 174
0,4% 0% 0,7% 4% 9,7% 22,4% 62,8%
I enjoy spending time
with others of my
religious affiliation
1 1 3 8 35 85 144
0,4% 0,4% 1,1% 2,9% 12,6% 30,7% 52%
My religious beliefs
influence what I buy
0 1 2 20 38 72 144
0% 0,4% 0,7% 7,2% 13,7% 26% 52%
1 = Strongly Disagree 2 = Disagree 3 = Somewhat Disagree 4 = Neutral 5 =
Somewhat Agree 6 = Agree 7 = Strongly Agree
Source : Constructed by researcher
Table 4.5 Attitude towards the Advertisement
Questions 1 2 3 4 5 6 7
F (%)
I feel the advert was
very good
0 0 4 48 84 80 61
0% 0% 1,4% 17,3% 30,3% 28,9% 22%
I feel the advert was
enjoyable
0 1 5 48 84 89 50
0% 0,4% 1,8% 17,3% 30,3% 32,1% 18,1%
I feel the advert was
interesting
0 3 7 47 77 89 54
0% 1,1% 2,5% 17% 27,8% 32,1% 19,5%
There was a lot about
the advert that I
learned
1 2 9 57 77 78 53
0,4% 0,7% 3,2% 20,6% 27,8% 28,2% 19,1%
1 = Strongly Disagree 2 = Disagree 3 = Somewhat Disagree 4 = Neutral 5 =
Somewhat Agree 6 = Agree 7 = Strongly Agree
Source : Constructed by researcher
99
Table 4.6 Purchase Intention Data Summary
Questions 1 2 3 4 5 6 7
F (%)
I prefer to
purchase HijUp’s
product endorsed
by Laudya Cynthia
Bella
5 15 41 74 57 53 32
1,8% 5,4% 14,8% 26,7% 20,6% 19,1% 11,6%
I will consider
purchasing HijUp
product endorsed
by Laudya Cynthia
Bella
6 13 32 71 66 65 24
2,2% 4,7% 11,6% 25,6% 23,8% 23,5% 8,7%
I will definitely
purchase HijUp
product endorsed
by Laudya Cynthia
Bella
18 32 42 65 61 38 21
6,5% 11,6% 15,2% 23,5% 22% 13,7% 7,6%
1 = Strongly Disagree 2 = Disagree 3 = Somewhat Disagree 4 = Neutral 5 =
Somewhat Agree 6 = Agree 7 = Strongly Agree
Source : Constructed by researcher