Effect Of Celebrity Endorsement Research Articles

PENGARUH CELELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND TRUST (Studi pada Pengguna Honda Vario di Kawedanan Pedan Kabupaten Klaten)

Abstract: PT Astra Honda Motor has experienced rapid development which can be proven from the various awards received by PT Astra Honda Motor. However, when viewed from the sales data of PT Astra Honda Motor Klaten, the sales volume decreased by 15.33% in 2016. This type of research is explanatory research, using a questionnaire as a method of data collection. The purpose of this study was to determine the effect of variables Celebrity endorser and Brand Image on Purchasing Decisions through Brand Trust as an intervening variable (Studies on the community in Kawedanan Pedan, Klaten Regency, who use Honda Vario). The research techniques used is Non Probability Sampling, with the type of purposive sampling and snowball sampling. The samples collected were 100 respondents from the Kawedanan Pedan community of Klaten Regency using Honda Vario. Based on the results of data processing analysis with Warp.PLS 7.0, it explains that the celebrity endorser variable, brand image and brand trust have a direct effect on purchasing decisions. And the variable that has the biggest influence is brand image on brand trust. It can also be seen that celebrity endorsers and brand image have an indirect effect on purchasing decisions through brand trust. Researchers advise Astra Honda Motor based on the lowest recapitulation value given by respondents on the assessment indicators, namely by improving and improving, among others, looking at the experience of prospective endorsers before being selected as celebrity endorsers, increasing the attractiveness of advertisements so that potential consumers are interested in the products offered and choose celebrity endorser that suits market needs Keywords: Celebrity Endorser, Brand Image, Brand Trust, Purchase Decision

Moderating Effect of Celebrity Endorsements on Media Advertisements and Purchase Intention towards Cosmetic Products in Kathmandu Valley

Background: This study examines the moderating effect of celebrity endorsement on the relationship between different media advertisements and consumer purchase intention towards skin and hair care cosmetic products among female customers in Kathmandu Valley. Objectives: The purpose of this study is to evaluate the moderating effect of celebrity endorsements on the relationship between different media advertisements and purchase intention towards skin and hair care cosmetic products. Methods: In this study, primary data has been collected from the respondents using quota sampling and the sample size includes 200 respondents from Kathmandu Valley. This research is an empirical study and for examining the moderating effect of celebrity endorsement between independent and dependent variables, correlation, multiple and moderated regression analysis have been used. Results: The results of this study indicate that the overall impact of different media advertisements is positively and significantly associated with purchase intention. More importantly, the presence of celebrity endorsements in different media advertisements enhances and modifies the relationship between different media advertisements and purchase intention towards cosmetic products. Conclusion: The positive and statistically significant association between media advertisements and purchase intention is moderated by celebrity endorsements regarding cosmetic products. Further, marketing implications of data analysis and findings have been comprehensively elaborated in this study.

PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA NMAX DI CV. TJAHAJA BARU SURANTIH

This study aims to determine the effect of celebrity endorser, brand image, and brand trust on purchasing decisions for Yamaha Nmax motorcycles at CV. Tjahaja Baru Surantih. This research is a quantitative research, the sampling method using purposive sampling technique with the number of respondents 53 people. The data analysis technique used in this study was multiple regression analysis. The results of this study indicate that celebrity endorser has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, and brand trust has a positive and significant effect on purchasing decisions

Measuring halal cosmetics consumers among Indonesian women

This study aims to determine the effect of Halal Certification, Celebrity Endorser, and Price on Purchase Decisions of Halal Cosmetic Products through Brand Image as an Intervening Variable case study on Maybelline consumers in Salatiga City. The object of this research is consumers of Maybelline cosmetic products in Salatiga City, with a sample of 100 people using a convenience sampling technique. The analysis method in this study uses path analysis. The results of the T-test show that the Halal Certification and Celebrity Endorser variables do not affect Brand Image. In contrast, the Price variable positively and significantly affects Brand Image. Halal certification has a negative and significant effect on Purchase Decisions, and Celebrity endorsers and price have a positive and significant effect on Purchase Decisions. Path Analysis test results show that Brand Image cannot mediate the effect of Halal Certification and Celebrity Endorser on Purchase Decisions. In contrast, Brand Image can mediate the effect of Price on Purchase Decisions.

Celebrity Endorser, E-Wom dan Harga yang Kompetitif terhadap Keputusan Pembelian Secara Online

This study aims to determine the effect of Celebrity Endorser, E-WOM and competitive prices on online purchasing decisions for Ms Glow consumers at @msglowjemberid. The research method is descriptive quantitative. This study uses multiple linear regression analysis techniques to test the independent variables on the dependent variable. The sample used was 160 respondents. The results showed that Celebrity Endorser had a positive and significant effect on online purchasing decisions of 0.326. E-WOM has a positive and significant effect on online purchasing decisions of 0.456. While the price has a positive and significant effect on online decisions on Ms Glow consumers by 0.726. Through the coefficient of determination test, it is proven that Celebrity Endorser, E-WOM and Price influence purchasing decisions on Ms Glow consumers at @msglowjemberid by 66.4%, while 33.6% comes from other variables that are not in this study. In conclusion, the three variables, namely Celebrity Endorser, E-WOM and Price, have a positive and significant effect on online purchasing decisions for Ms Glow consumers at @msglowjemberid.
 Keywords: Celebrity Endorser, E-WOM, Price, Online Purchase Decision

The Influence Of Lifestyle, Celebrity Endorser, And Brand Awareness On Purchase Intention Instant Lemonilo Noodles Products In Jabodetabek

This study aims to determine the effect of Lifestyle, Celebrity Endorser, and Brand Awareness on Purchase Intention Lemonilo Instant Noodle Products. The research design used is causality research design while the type of research used is quantitative research using questionnaires. The research population is all people who are interested in and or like healthy instant food in Jabodetabek, while the sampling technique uses purposive sampling with a total of 100 respondents. The analytical tool used is SPSS version 26. The results of the analysis obtained are multiple linear regression analysis, partial analysis (t-test), regression model reliability analysis (f-test), correlation coefficient analysis, and coefficient of determination analysis. The results showed that: (1) Lifestyle had a positive and significant effect on Purchase intention and had the greatest influence; (2) Celebrity Endorser has a positive and significant effect on Purchase intention and has the least effect; (3) Brand Awareness has a positive and significant effect on Purchase intention and has a greater influence than Celebrity Endorser and less than Lifestyle. Reliability analysis of the regression model (f-test) shows that the regression model is considered feasible in explaining the independent variables. Analysis of the coefficient of determination (R2) shows that Lifestyle, Celebrity Endorser, and Brand Awareness contribute 59.6% to Purchase intention.

PENGARUH CELEBRITY ENDORSEMENT DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK MINYAK GORENG KEDELAI MISOYA DI PT. SARI SARANA KIMIATAMA MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING PADA MASA PANDEMI COVID-19

With the development of technology, there are many ways to do advertising. Some ways that can be done are celebrity endorsement and promotion. The research has a purpose to determine the significant effect of celebrity endorsement and promotion on purchase decisions and to see the effect of celebrity endorsement and promotion on purchase intention. Analyze purchase intention as mediation to purchase decision. The research population were the customers Misoya cooking oil at PT. Sari Sarana Kimiatama. Sampling was taken by non-probability sampling with purposive sampling method. The sample taken in this study were 80 respondents. The analysis method was carried out quantitatively using SPSS software version 25 and SMART PLS. Sampling used an online questionnaire and the scale was used with a Likert scale. The results of the study found that there was a significant influence between the celebrity endorsement and promotion variables on buying interest. Promotion variables have a positive and significant effect on purchase decisions. The celebrity endorsement variable has no significant effect on purchasing decisions. In this study, buying interest can be a mediation for the celebrity endorsement variable to the purchase decision but does not mediate the promotion to the purchase decision.

Do celebrity endorsements influence stock investment intentions?

PurposeCelebrity endorsement is a preferred marketing communication strategy adopted by business firms. The present study suggests theoretical underpinnings for investigating the effect of celebrity endorsement on individual investors' intentions to invest in the shares of companies. The study integrates marketing communication and behavioural finance theories to understand investor behaviour in the stock market.Design/methodology/approachThe study used a questionnaire based on a conjoint analysis technique. The retail investors from India filled out the questionnaire. The authors developed an orthogonal design to generate retail investors' investment intentions and applied the full-profile conjoint method.FindingsThe results reveal that investors prefer to invest in technology-related firms when they employ entertainment celebrities to endorse their products. Investors prefer that entertainment celebrities' personalities match the single brand only they are endorsing. Further, investors choose to invest during corrective market trends in emerging economies, such as India.Originality/valueThe study offers practical implications for corporate entities and marketing professionals by analysing retail investors' investment intentions in financial markets.

Brand evaluations in sponsorship versus celebrity endorsement

Prior research conceptually assumes that sponsorships might have a stronger impact on brand attitude than do celebrity endorsements primarily due to the more indirect and less commercial intent to persuade. However, empirical evidence is lacking on why and under what conditions this assumed effect of sponsorships actually occurs. This paper empirically analyses potential mediating and moderating drivers of the effect of sponsorships compared with that of celebrity endorsements. The results reveal that higher level of perceived brand authenticity mediates the effect of sponsorships versus celebrity endorsement on brand attitude. Furthermore, the effect of sponsorships on brand authenticity is superior when (a) relative corporate social responsibility (CSR) spending in the industry is low and (b) the corporate reputation of the firm is good.

PENGARUH CELEBRITY ENDORSER, CITRA MEREK DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING (Studi Kasus Pengguna Scarlett Whitening)

The number of beauty products makes the competition in the beauty world increasingly tight. However, this also results in various factors that consumers consider when buying beauty products. In this study, the factors that influence purchasing decisions are analyzed through celebrity endorsers, brand image, and trust. The purpose of this study was to determine the effect of celebrity endorser, brand image, and trust on purchasing decisions of Scarlett Whitening products. The population in this study were users of the Scarlett Whitening product. The number of samples used was 100 respondents. Sampling using purposive sampling technique. Data were collected by distributing questionnaires. The data analysis method used is multiple linear regression analysis using the SPSS application. Based on statistical tests in this study, the following results obtained: celebrity endorser has a significant positive effect on purchasing decisions, brand image has no effect on purchasing decisions, and trust has a significant positive effect on purchasing decisions

Does religiosity matter in celebrity endorsement and advertising effectiveness? Evidence from the tourism sector

Malaysia is one of the countries where celebrities are commonly featured in advertisements to promote products to consumers through traditional and social media platforms. In this digital age, scholars are debating about whether celebrity endorsement can translate to effective advertising. Religion has become a significant factor because it can lead to a desire for responsible consumption. In the context of consumerism, religiosity can facilitate Muslim consumers' purchasing decisions since Islam encourages its adherents to follow Sharia values as a way of life. Based on a survey of 300 Muslim consumers, the findings revealed that religiosity moderates the positive effect of celebrity endorsement on advertising effectiveness. Specifically, the impact of celebrity endorsement on advertising effectiveness is greater when the religiosity level is high rather than low. From the practical standpoint, marketers should prioritise the celebrity selection process to comply with the teachings of Islam.

Celebrity Endorser dalam Meningkatkan Kepercayaan Masyarakat pada Vaksin Covid-19

The acceptance of the Indonesian people for the Covid-19 vaccine is inseparable from the diverse information received by the public, so it is important to increase public confidence in the Covid-19 vaccine through the celebrity endorser strategy. This study aims to determine the effectiveness of celebrity endorsers in increasing public confidence in the Covid-19 vaccine. This research was conducted with a descriptive design through a qualitative approach. Data were collected by researchers through documentation and literature study and data analysis was carried out using an interactive model. The results showed that endorsing celebrities is a method of promoting or communicating to the public by utilizing celebrities. The image and character possessed by celebrities are believed to be able to attract people to carry out the same behavior. The existence of celebrities as endorsers is quite effective in increasing public confidence in the Covid-19 vaccine. Based on data on the daily number of Covid-19 vaccine recipients up to March 28, 2021, it shows that the total number of recipients of the Dose I vaccine is 7.24 million, so the government is expected to understand the character of celebrities who can work together in increasing the success of government programs, including adjusting the program, government with individual and social identities attached to celebrities.
 
 Keywords: celebrity endorser, vaccine, public trust.

Buying Iintention Dilihat Dari Celebrity Endorsement Dengan Self Brand Connection Sebagai Variabel Mediasi Pada Smartphone OPPO Di Risal Cell Solok Selatan

This study aims to explain the effect of celebrity endorsement on buying intention through self brand connection on Oppo smartphones in Risal Cell, South Solok. The population of this study is OPPO Smartphone users in South Solok who are consumers who have purchased Oppo cellphones in South Solok Cellular Risal involving 87 respondents. Respondents were selected using accidental sampling technique and using the Slovin formula. This research uses quantitative research methods. The data obtained from primary data is through the distribution of questionnaires to respondents. The questionnaire was tested using validity and reliability tests to determine the accuracy and consistency of the questionnaire. Furthermore, the data collected from the questionnaire were analyzed using path analysis techniques. The results showed that Celebrity endorsement had a positive and significant effect on buying intention in Oppo Smartphones. Self brand Connection mediates Celebrity endorsement of Buying Intention on Oppo Smartphones.

KUALITAS PRODUK DAN CELEBRITY ENDORSER DALAM MENENTUKAN MINAT BELI PRODUK MS GLOW MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING DI HANAA BEAUTY STORE SITUBONDO

The life sustainability of the company in a very competitive competition requires good management in order to be able to maximize product sales, especially at the Hanaa Beauty Store Situbondo. The purpose of this study was to examine the effect of product quality and celebrity endorser on custmer buying interest through brand image as an intervening variable at Hanaa Beauty Store Situbondo. This research is an explanatory research. The population in this study were consumers of Ms Glow product at Hanaa Beauty Store Situbondo. The sampling technique in this study was determined by simple random sampling. The data analisys and hypothesis testing in this study used a structural equation model – partial least square (PLS-SEM). The results of the direct influence hypothesis test using PLS 3.0, show that product quality has a positive but not significant effect on brand image, celebrity endorser has a significant positive effect on brand image, product quality has a significant positive effect on buying interest consumers, celebrity endorser has a significant positive effect on consumer buying interest. The results of the indicate that the product quality variable on consumer buying interest through brand image has a positive but not significant effect, celebrity endorser on consumer buying interest through brand image has a significant positive effect.

Celebrity endorsement in promoting pro-environmental behavior

This study uses a large field experiment linked to actual behavior to evaluate the effects of an information campaign with and without celebrity endorsement on the use of single-use plastics. We find that demand for single use plastics, particularly for plastic straws and spoons, is very responsive to information when — and only when — it is coupled with our celebrity endorsement. The effect of celebrity endorsement is sizeable. Subjects in the treatment with celebrity endorsement use around 29% fewer plastic straws and spoons in the shop at the end of the experiment compared with subjects in the control group. The impact of our one-shot intervention goes beyond the immediate effect measured right after the intervention. It remains significant and similar in size around one month after the intervention. Exploratory analysis suggests that an isolated information campaign affects attitudes, but not behavior, and that it is the celebrity endorsement itself that affects behavior.

Celebrity endorsement using different types of new media and advertising formats

ObjetivoEste estudio tiene como objetivo examinar la efectividad (en términos de actitud a la pieza publicitaria, actitud hacia la marca e intención de compra) del celebrity endorsement en la forma de publicidad explícita versus incrustada en el contexto de diferentes tipos de nuevos medios (medios digitales y redes sociales).Diseño/metodología/enfoqueSe llevó a cabo un experimento en línea utilizando un diseño between-subjects de 2 (medios digitales vs. redes sociales) × 2 (apoyo explícito vs. incrustado de celebridades). Los participantes (n = 137) fueron expuestos a una pieza online ficticia de contenido de marca en línea que utilizaba celebrity endorsement. Se generaron cuatro tratamientos experimentales, en los cuales los autores manipularon el uso de nuevos medios y el nivel de explicitación del celebrity endorsement en la pieza publicitaria.ResultadosLos resultados principales ponen de manifiesto que el uso de las redes sociales (vs. medios digitales) mejora la influencia indirecta del celebrity endorsement en la intención de compra a través del rol de mediación en serie de la actitud hacia la pieza publicitaria y la actitud hacia la marca, independientemente del nivel de explicitación del mensaje. En cuanto al formato del mensaje, no se observaron diferencias.Limitaciones/implicaciones de la investigaciónEl poder diferencial del uso de celebridades en diferentes tipos de medios nuevos para promocionar marcas sugiere la importancia de la interactividad en el contexto del celebrity endorsement. Además, la ausencia de diferencias a nivel del formato del mensaje muestra que la presencia de la celebridad per se tiene un efecto relevante.Implicaciones prácticasSegún los resultados de los autores, las empresas que utilizan nuevos medios para su comunicación de marca, incluyendo celebrity endorsements, pueden comprender mejor las diferentes capacidades de las redes sociales y los medios digitales.Originalidad/valorEn un contexto donde la investigación empírica equipara los nuevos medios con las redes sociales, este estudio proporciona un examen del celebrity endorsement considerando la complejidad de la técnica en el actual escenario: diferentes tipos de nuevos medios y diferentes tipos de formatos de mensajes.

PENGARUH KREDIBILITAS CELEBRITY ENDORSER, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN

In the current era of globalization, which is growing rapidly, it is the main attraction for local and foreign entrepreneurs to invest in the industrial sector, one of which is in the culinary industry in Indonesia which has an important role in economic growth in the country. This research aims to discover the effect of Celebrity Endorser’s Credibility, Brand Image, and Product Quality on Purchase Decision. The type of this research is the explanatory research which explains the relationship and influence between one variable and other through hypothesis testing. The samples of this research consist of 120 respondents. Furthermore, the respondents are the visitors and have been consume Geprek Bensu Malang City. Thus, this research uses a sampling technique with a non-probability sampling method. This research using multiple linear regression. The data were analyzed using SPSS (Statistic Product and Services Solution) for Mac version 24. The result of this research indicates that partially and simultaneously celebrity endorser’s credibility, brand image, and product quality have a significant effect on purchase decision.

Pengaruh Celebrity Endorsement Terhadap Keputusan Pembelian yang Dimediasi oleh Brand Image dan Perceived Brand Quality Produk Kosmetik MS Glow

This study discusses the effect of celebrity endorsement on purchasing decisions mediated by brand image and perceived brand quality of Ms Glow cosmetic products in North Jakarta. This research was conducted using probability sampling method with the type of simple random sampling. Researchers distributed questionnaires to 100 consumer respondents of Ms Glow in North Jakarta. Data analysis using Smart PLS analysis. Celebrity endorsements by the company are able to influence the brand image of Ms Glow cosmetic products in North Jakarta. The power of celebrity endorsement can increase consumer feelings. Perceived brand quality has a positive and significant influence on purchasing decisions. So it can be said, the perceived brand quality that is felt by consumers is able to influence purchasing decisions for Ms Glow cosmetic products in North Jakarta. Brand image is not able to mediate the influence of celebrity endorsement on purchasing decisions. So it can be said that celebrity endorsements have not been able to form a good brand image in the minds of consumers, so it cannot influence the purchase decision of Ms Glow cosmetic products in North Jakarta. So it can be said, celebrity endorsements that are carried out are able to create the quality of the brand perceived by consumers will increase, so this will have an impact on purchasing decisions for Ms Glow cosmetic products in North Jakarta.

“THE EFFECT OF CELEBRITY ENDORSMENT TOWARDS PURCHASING INTENTION THROUGH BRAND PERCEPTION AS INTERVENING VARIABLE ON SHOPEE CONSUMERS DURING THE COVID-19 PANDEMIC”

The development of technology, especially the internet, has changed the lifestyle and human behavior, one of which is shopping style. This study aims to determine the effect of Celebrity Endorsement towards Purchasing Intention with Brand Perception as an intervening variable on Shopee e-commerce customers in Semarang City.
 The population in this study was Shopee e-commerce users in Semarang city and the number of samples was 96 respondents, which obtained by using purposive sampling. This study used quantitative method and source of data was obtained from primary data and secondary data. Data was analyzed using Structural Equation Modeling (SEM) with Smart PLS version 3.2 software.
 The results of this study indicate that Celebrity Endorsement had a significant effect on Brand Perception and Purchasing Intention, and Brand Perception had a significant effect on Purchasing Intention. The Brand Perception variables was able to mediate the relationship between the influence of Celebrity Endorsement on Purchasing Intention

Nonsmokers’ Responses to Online E-Cigarette Commercials: Effects of Argument Quantity and Celebrity Endorsement

Objectives: With mounting evidence on health risks caused by e-cigarette consumption, it is of great necessity to explore not only smokers’ but also nonsmokers’ responses to e-cigarette marketing messages, such as online commercials. Employing both psychophysiological and self-report measures, this study examined nonsmoking young adults’ cognitive, emotional, and attitudinal reactions to two major message features used in e-cigarette commercials: argument quantity and endorsement type. Method: The experiment used a 2 (endorsement type: celebrity and average citizen) × 2 (argument quantity: low and high) × 2 (message repetition) within-subjects design. Continuous heart rate (indicative of attention) and skin conductance activity (indicative of emotional arousal) were measured during ads viewing. Self-reported ad liking and vaping urge were assessed immediately after participants finished watching each commercial. Results: Results showed that compared to high argument quantity, low argument quantity elicited more attention, evoked higher emotional arousal, and generated stronger ad liking and vaping urge. Additionally, compared to average-citizen endorsement, the presence of celebrity endorsement elicited higher attention and lower emotional arousal in nonsmoking young adults. There was a significant interaction effect of endorsement type and argument quantity on ad liking. Conclusions: For nonsmoking young adults, low argument quantity commercials might have the greatest impact in initiating vaping behavior, which has implications for regulatory policies regarding e-cigarette. Celebrity endorsement was effective in catching nonsmokers’ attention but had limited effects on emotional involvement and product adoption. The implications of the findings were finally discussed in more details in the manuscript.