Impact of celebrity endorsement on purchase decision-making of students in Centro Escolar University-Manila towards beauty products

Abstract

This study aims to determine the impact of celebrity endorsement on the purchase decision-making of the consumers represented by the students in Centro Escolar University Manila towards beauty products. This descriptive correlational quantitative study will use Spearman Rank Correlation to quantify the relationship between the dependent and independent variables. The respondents will be selected using the proportionate sampling technique, and the sample size will be computed using Slovin's formula. There will be four sections of the questionnaire containing: (1) socio-demographic profile of the respondents, (2) types of celebrity endorsers, (3) impact of celebrity endorsements on purchase decision making based on their different quality attributes, (4) relationship of identified qualities of celebrity endorsers to respondents purchase decision making. The collection of data was conducted through Google forms to examine the objectives of the study and was analyzed using the statistical tool Spearman Rank Correlation to further analyze the results of the study at 0.05 alpha levels. The research concluded that there was a significant relationship between consumers’ purchase decision-making and attractiveness (r= 0.263), expertise (r=0.291), and credibility (r=0.122) traits of endorsers. The overall results show that attractiveness has a weak positive correlation with the purchase decision-making of the respondents towards beauty products while traits of expertise and credibility have a negligible positive correlation.