VII.

Conceptual Framework
The figure showed the conceptual paradigm of the study indicating the independent
variables and dependent variables.

Independent Variables Dependent Variables

Entrepreneurial Marketing

Local Celebrity Endorsement

Students
Purchasing
Attractiveness Behavior

Trust

Expertise

Familiarity

Figure 1. Research Paradigm

The first frame enumerated the independent variables. These were
entrepreneurial marketing and local celebrity endorsement. This includes attractiveness,
trust, expertise, and familiarity of local celebrity endorsement.
For the dependent variables presented in the last frame, the researcher included
the students purchasing behavior regarding local celebrity and entrepreneurial
marketing.