ANALYSIS OF CELEBRITY ENDORSEMENT INFLUENCE ON PURCHASE INTEREST: THE CASE STUDY OF A SKINCARE PRODUCT
Abstract
Companies must have the right promotional strategy, one of them is using social media as a “container” for company’s promotion. In promotion through social media celebrity endorsers are often used as a means of attraction so that to get more attention from consumers. Many marketers use celebrity endorsers to promote their products and strenghten the related purchase intention. The purpose of this research is to know whether or not there is a significant influence between celebrity endorsement on the one hand and buying interest in the advertising appeal on the other. The research has been carried out on the example of MDGlowing skincare product. The research has been based on quantitative and descriptive methods. Sampling was carried out using probability sampling of the random sampling type, with the number of respondents as many as 100 people. The data analysis technique selected was path analysis. According to the results of our study, celebrity endorsers (selebgram) contribute with 78.06% (high category), advertising appeal contributes also with 78.06% (high category), purchase intention reached 73.2% with high category. Celebrity endorsement significant effects on advertising appeal with the contribution of 48,7%; advertising appeal has significant effect on purchase intention with the contribution of 28,3%; celebrity endorsement has effect on purchase intention with the contribution of merely 5,29%, and finally, celebrity endorsement influences purchase intentions through advertising appeal with the contribution equal to 37% sharp.
References
Assael, H. (1998). Consumer behavior and marketing action. 6th edition. New york: International Thomson Publishing.
Daryanto. (2011). Essence of Marketing Management. Bandung: PT Sarana Tutorial Nurani Sejahtera.
Ferdinand, A. (2006). Management Research Method. Semarang: Badan Penerbit Universitas Diponegoro.
Kotler, P. (2012). Marketing Management. New Jersey: Prentice Hall Inc.
Morisan. (2007). Advertising. Jakarta: Ramdina Prakasa.
Murti, B. d. (2014). Advertising and Celebrity Endorser of Adidas Customers (Studi Pada Warga Kelurahan Banyumanik Kecamatan Banyumanik). Jurnal Manajemen, 3(3): 1-15
Madiawati, P. N., & Pradana, M. (2016). Celebrity and halal certificates factors influence on customers’ buying interest. Actual Problems of economics, (3), 109-116.
Pradana, M., & Reventiary, A. (2016). Product Attributes Towards Purchase Decision of Customade Shoes (Studi di Merek Dagang Customade Indonesia). Jurnal Manajemen, 6.
Rodriguez. (2008). Consumptive Promotion. Yogyakarta: Relief
Shimp. (2003). Advertising Promotion. Jakarta: Erlangga.
Sugiono. (2012). Quantitative and Qualitative Method. Bandung: Alfabeta.
Sugiono. (2014). Quantitative and Qualitative and Mixed Method. Bandung: Alfabeta.
Suyanto. (2007). Marketing Strategy: Top Brand Indonesia. Yogyakarta: Andi
Copyright
The EUrASEANs
International College Suan Sunandha
Rajabhat University, Bangkok, Thailand