The Influence of Celebrity Endorsement Tactics on Customers' Purchase Intention

Abstract

This study investigated the influence of celebrity endorsement tactics on students' purchase intentions at Davao Oriental State University–Cateel Campus (DORSU-CC). It focused on seven dimensions: trustworthiness, attractiveness, expertise, similarity, liking, familiarity, and match-up congruence with the brand or product. Through a structured survey of 321 students and the use of statistical tools such as mean analysis, Pearson correlation, and regression, the study found all seven factors to have a positive and significant effect on purchase intention. Among these, attractiveness, expertise, and match-up congruence emerged as the most influential. These tools provide both descriptive and inferential insights, enabling evidence-based conclusions and practical recommendations for improving the findings of this study. The findings emphasize the importance of aligning celebrity traits with the target audience’s preferences to enhance the effectiveness of marketing strategies.