The Effect of Celebrity Endorser on Purchase Intention Cosmetic Product in Millennial Generation Consumers

Authors

  • Dara Yuri Andita Politeknik Negeri Bandung, Indonesia
  • Moh Farid Najib Politeknik Negeri Bandung, Indonesia
  • Rizki Zulfikar Universitas Komputer Indonesia, Indonesia
  • Dewi Purnamasari National Yunlin University of Science and Technology, Taiwan

DOI:

https://doi.org/10.35313/jmi.v1i01.14

Keywords:

Celebrity Endorser, Attractiveness, Trustworthiness, Expertise Purchase Intention

Abstract

The use of celebrity endorsers has become even more attractive to many consumers, including cosmetic consumers in Indonesia. Using the appropriate celebrity endorser is believed as one way to increase sales and to reduce the budget for advertising that become issues for certain companies. The purpose of this study is to examine the factors of the source credibility model consist of attractiveness, trustworthiness, and expertise that have positive or significant effects on consumer purchases intention. Questionnaire were distributed to millennial generation as the targeted cosmetic consumers in Indonesia. By using Likert scale points, the results of the questionnaire distribution received a total of 475 respondents, but only 438 questionnaires used in the test. This study was tested by using SEM-PLS. The results showed that all variables had positive and significant influences on consumer purchase intention in Indonesia. This study examined the influence of celebrity endorsers on social media on the purchase intention of the millennial or Y generation as the focus. The next research is expected to carry the same model, but with different generation as the object of the study.

References

Abbas, A., Afshan, G., Aslam, I., & Ewaz, L. (2018). The effect of celebrity endorsement on customer purchase intention: A comparative study. Current Economics and Management Research, 4(1), 1–10.

Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65–77.

Choi, S. M., & Rifon, N. J. (2007). Who is the celebrity in advertising? Understanding dimensions of celebrity images. The Journal of Popular Culture, 40(2), 304–324.

Daryanto, A., de Ruyter, K., & Wetzels, M. (2010). Getting a discount or sharing the cost: The influence of regulatory fit on consumer response to service pricing schemes. Journal of Service Research, 13(2), 153–167. https://doi.org/10.1177/1094670509351566

Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. In Vectors. https://doi.org/10.1016/j.ijpharm.2011.02.019

Ifeanyichukwu, C. D. (2016). Effect of celebrity endorsements on consumers' purchase decision in Nigeria. International Research Journal of Management, 9, 98–103.

Keel, A., & Nataraajan, R. (2012). Celebrity endorsements and beyond: New avenues for celebrity branding. Psychology & Marketing, 29(9), 690–703.

Khan, M. M. (2018). The effect of celebrity endorsement on consumer purchase intention–evidence from q mobile linq advertisement. Pakistan Business Review, 19(4), 1065–1082.

Kotler, P., & Keller, K. I. (2010). Marketing Management., New Delhi: Dorling Kindersley Pvt. Ltd.

McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services, 32, 39–45.

Saunders, M., Lewis, P., & Thornhill, A. (2009). Research methods for business students. Pearson education.

Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58–69.

Sinkovics, R. R., Henseler, J., Ringle, C. M., & Sarstedt, M. (2016). Testing measurement invariance of composites using partial least squares. International Marketing Review.

Spears, N., Royne, M., & Van Steenburg, E. (2013). Are celebrity-heroes effective endorsers? Exploring the link between hero, celebrity, and advertising response. Journal of Promotion Management, 19(1), 17–37.

Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility, and brand equity. European Journal of Marketing.

Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics and Data Analysis, 48(1), 159–205. https://doi.org/10.1016/j.csda.2004.03.005

Terence, A. S., & Andrews, J. C. (2013). Advertising, promotion, and other aspects of integrated marketing communications. South-Western College Pub.

Downloads

Published

2021-09-27

How to Cite

Dara Yuri Andita, Najib, M. F., Rizki Zulfikar, & Purnamasari, D. . (2021). The Effect of Celebrity Endorser on Purchase Intention Cosmetic Product in Millennial Generation Consumers. Journal of Marketing Innovation (JMI), 1(1). https://doi.org/10.35313/jmi.v1i01.14

Issue

Section

Articles