Abstract:
This present study investigates the moderating effect of celebrity
endorsers’ perceived religiosity in the relationship between dimensions in source
credibility theory and consumers’ purchase intention. A self-administered survey
was conducted using mock-up stimuli to 505 respondents in major universities
located in Jakarta, Indonesia. Subsequently, exploratory and confirmatory factor
analysis was employed, followed by regression analysis using AMOS 24.0 to test
the hypotheses. The results revealed that endorsers’ perceived religiosity significantly strengthened the influences of trustworthiness and attractiveness
dimensions toward consumers’ purchase intention. Conversely, perceived religiosity did not significantly strengthen the effect of expertise on consumers’
purchase intention. Theoretically, this present study fulfills the knowledge gap of
the influence of perceived religiosity construct on the relationship between
source credibility dimensions and consumers’ purchase intention. While practically, this present study provides suggestions for marketers to involve the
celebrity’s perceived religiosity dimensions to increase their endorsement campaigns’ credibility and effectiveness.
