The role of perceived religiosity in strengthening celebrity endorser’s credibility dimensions

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