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The Role of Celebrity Endorsement Perception and Self-Image Congruity on Purchase Intention of Early adulthood

Psympathic : Jurnal Ilmiah Psikologi · Vol. 10 No. 1 (2023) · hlm. 59–66

DOI
10.15575/psy.v10i1.24488
ISSN
2502-2903, 2356-3591
Terbit
2023-07-24
Penerbit
Fakultas Psikologi, Universitas Islam Negeri (UIN) Sunan Gunung Djati Bandung
Bahasa
eng

Abstrak

Early adulthood is a transitional period towards the next developmental phase. During this period, students are subjected a process of self-discovery, characterized by a desire to appear more attractive and gain recognition from social environment. In such circumstances, individuals demonstrate a significant inclination to prioritize the allocation of financial resources away from meals and towards the purchase of items to amplify their attractiveness, recognition, and acceptance. This behavior is driven by the aspiration to align their ideal and actual self-image with the acquired products. Therefore, this study aimed to examine the influence of celebrity endorsement perception and self-image congruity on purchase intention. A quantitative approach was adopted with a sample of 344 students. The results of multiple linear regression analysis showed that celebrity endorsement perception and self-image congruity significantly influenced purchase intention, accounting for 58% of the variance.

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  • Sunan Gunung Djati State Islamic University Bandung
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Rekan penulisOrganisasiArtikel bersama
Farid Soleh NurdinAfiliasi tidak diketahui1
Sania El FadlilaAfiliasi tidak diketahui1
Zulmi RamdaniSunan Gunung Djati State Islamic University Bandung1
Susi SusantiAfiliasi tidak diketahui1
Gilang Faisal AndrianAfiliasi tidak diketahui1
Ening NingsihAfiliasi tidak diketahui1
Witrin GamayantiAfiliasi tidak diketahui1
Rezha Pustaka NZAfiliasi tidak diketahui1
Bambang Syamsul ArifinAfiliasi tidak diketahui1
Desi MediawatiAfiliasi tidak diketahui1
Dina HazadiyahAfiliasi tidak diketahui1
Imam SunardiAfiliasi tidak diketahui1
F FridayantiAfiliasi tidak diketahui1
Tyas Julianti Nurul FitriAfiliasi tidak diketahui1
Fridayanti FridayantiAfiliasi tidak diketahui1
Turi Ati LestariAfiliasi tidak diketahui1

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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.uinsgd.ac.id/index.php/psy/oai, pertama di-harvest 7 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en-US">The Role of Celebrity Endorsement Perception and Self-Image Congruity on Purchase Intention of Early adulthood</dc:title>
	<dc:creator>Kardinah, N.</dc:creator>
	<dc:creator>Supriyatin, Tintin</dc:creator>
	<dc:creator>Khairunnisak, Khairunnisak</dc:creator>
	<dc:subject xml:lang="en-US">perception of celebrity endorsement</dc:subject>
	<dc:subject xml:lang="en-US">self-image congruity</dc:subject>
	<dc:subject xml:lang="en-US">purchase intention</dc:subject>
	<dc:description xml:lang="en-US">Early adulthood is a transitional period towards the next developmental phase. During this period, students are subjected a process of self-discovery, characterized by a desire to appear more attractive and gain recognition from social environment. In such circumstances, individuals demonstrate a significant inclination to prioritize the allocation of financial resources away from meals and towards the purchase of items to amplify their attractiveness, recognition, and acceptance. This behavior is driven by the aspiration to align their ideal and actual self-image with the acquired products. Therefore, this study aimed to examine the influence of celebrity endorsement perception and self-image congruity on purchase intention. A quantitative approach was adopted with a sample of 344 students. The results of multiple linear regression analysis showed that celebrity endorsement perception and self-image congruity significantly influenced purchase intention, accounting for 58% of the variance.</dc:description>
	<dc:publisher xml:lang="en-US">Fakultas Psikologi, Universitas Islam Negeri (UIN) Sunan Gunung Djati Bandung</dc:publisher>
	<dc:date>2023-07-24</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.uinsgd.ac.id/index.php/psy/article/view/24488</dc:identifier>
	<dc:identifier>10.15575/psy.v10i1.24488</dc:identifier>
	<dc:source xml:lang="en-US">Psympathic : Jurnal Ilmiah Psikologi; Vol. 10 No. 1 (2023): PSYMPATHIC; 59-66</dc:source>
	<dc:source>2502-2903</dc:source>
	<dc:source>2356-3591</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.uinsgd.ac.id/index.php/psy/article/view/24488/9381</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2023 Psympathic : Jurnal Ilmiah Psikologi</dc:rights>
</oai_dc:dc>