Effect Of Celebrity Endorsement Research Articles

Pengaruh brand image dan celebrity endorser terhadap minat beli produk skincare Ms Glow

This study aims to determine the effect of brand image and celebrity endorser on purchasing interest in MS Glow skincare products among students of the Management Study Program, Faculty of Economics and Business, Potensi Utama University. This type of research is quantitative using descriptive statistical methods and using the Slovin method sampling technique. The data used in this study are primary data with a sample size of 225 respondents of students of the Management Study Program, Potensi Utama University. The analysis technique used is multiple linear regression analysis. Based on the results of the study, it simultaneously shows that the brand image and celebrity endorser variables have a significant and positive effect on consumer purchasing interest. And through the test results, it can be seen that the Adjusted R determination coefficient value shows that the purchase interest variable can be explained by the brand image and celebrity endorser variables while the rest can be explained by other factors not discussed in this study. It can be concluded that the better the brand image and celebrity endorser, the greater the purchase interest obtained in MS Glow products.

Do celebrity endorsement, halal label, and Word of Mouth affect Millennials to purchase skincare?

Purpose — This study aims to investigate the impact of celebrity endorsement, halal labels, and Word of Mouth on the purchasing intention of skincare products among millennials.Method — This study employs a quantitative research methodology, utilizing non-probability purposive sampling technique to select a sample of 200 millennial respondents who have used Safi skincare products. The data collection method involves the use of a questionnaire distributed through Google Forms, which consists of primary data collected directly from the respondents. The research data is analyzed using outer model analysis and inner model, as part of the data processing procedures.Result — The study findings indicate an insignificant effect of celebrity endorsement and halal labels on the purchasing intention of skincare products among millennials, whereas the influence of Word of Mouth on purchasing intention is positively and significantly supported.Contribution — This study provides new and important insights into the preferences and behavior of millennial consumers in the skincare market.

A Mixed-Method Study on Effect of Celebrity Endorsement towards Purchase Intention with Mediating Roles: Quality Perception and Brand Attitude

<p><em>In the case of Samsung Smartphone and celebrity Dian Sastrowardoyo in the Indonesian context, the study attempts to clarify the impact of celebrity endorsers on consumers' purchase intentions through the mediation of customer's perception of quality and customer's attitude towards the brand. Due to the pandemic's requirement that numerous activities be done online, the intensity of mobile phone use has also increased. Samsung capitalized on this trend by employing celebrity endorsements to flood various social media, particularly YouTube, with commercials. The results reveal that not all elements of a celebrity’s endorsement impact purchase intention. Perception of quality and attitude towards brand only mediate some elements. This mixed method study employed survey data from 252 people living or working in Jakarta, analyzed statistically using SEM-PLS and proceeded with the interview process. The study indicates that, aside from focusing on the qualities of celebrity endorsers, smartphone companies in particular need to anticipate some potential substitutes. Limitations of the study are also outlined, and directions for future research are considered too.</em></p>

Influence of Brand Image, Product Design, and Celebrity Endorsement

This study aims to determine the effect of brand image, product design, and celebrity endorsement on the repurchase intention of consumers of soccer shoes. The object of this research is the consumer of soccer shoes in Pangandaran Regency. The sampling method of this study was an accidental sampling technique with 97 respondents. The data analysis technique was the multiple linear regression analysis with the SPSS program. The results showed that brand image has no significant effect on repurchase intention. Meanwhile, product design and celebrity endorsements have a positive effect on repurchase intention.

Understanding Consumer Purchase Intention for Halal Cosmetics: Product Quality, Halal Label and Celebrity Endorser

The purpose of this study is to analyze and examine the effect of product quality, halal label, and celebrity endorser on consumer purchase intention for halal-labeled cosmetics in East Java. The subjects of this study are Muslim women in East Java. This study uses primary data collected using purposive sampling technique and involves a sample of 110 Muslim women who live in various areas in East Java. The variables used in this study are the dependent variable of purchase intention and the independent variables of product quality, halal label, and celebrity endorser. The results of this study show that product quality and halal label have a significant positive effect on the purchase intention for halal cosmetics, while celebrity endorser has an insignificant positive effect on the purchase intention for halal cosmetics.

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

Generasi Y merupakan generasi yang sangat mudah dipengaruhi oleh iklan yang menggunakan celebrity endorser. Mereka dapat mengolah informasi pada iklan ini dua kali lebih efektif dibandingkan generasi x dan empat kali lebih efektif dibandingkan generasi baby boomer yang akan menciptakan minat beli spears et al. 2013. Rancangan penelitian ini dilakukan dengan cara mengumpulkan data dari 438 responden hasil penyebaran kuesioner diperoleh sebanyak 475 responden, namun yang digunakan dalam pengujian hanya 438 kuesioner. Penelitian ini diuji dengan menggunakan sempls. Hasil penelitian menunjukkan bahwa semua variabel berpengaruh positif dan signifikan terhadap niat beli konsumen di indonesia. Daya Tarik Menyatakan bahwa minat beli konsumen merupakan sebuah perilaku konsumen dimana konsumen mempunyai keinginan dalam memilih, menggunakan dan mengkomunikasikan atau bahkan menginginkan suatu produk yang ditawarkan. Dapat dipercaya kepercayaan adalah kesediaan pelanggan untuk mempercayai suatu merek dengan segala risikonya karena adanya harapan di benak pelanggan bahwa merek tersebut akan memberikan hasil yang positif. Keahlian menyatakan keahlian akan membuat seseorang mampu melakukan sesuatu sesuai dengan yang sudah diajarkan. Niat beli dapat diartikan sebagai suatu sikap senang terhadap suatu objek yang membuat individu berusaha untuk mendapatkan objek tersebut dengan cara membayarnya dengan uang atau pengorbanan. Berdasarkan variabel-variabel yang diteliti, dapat disimpulkan bahwa terdapat empat variabel yang diukur, yaitu daya tarik, dapat dipercaya, keahlian, dan niat beli. Daya tarik diukur dengan menggunakan item-item pernyataan seperti menarik, berkelas, cantik, dan anggun. Dapat dipercaya diukur dengan menggunakan item-item pernyataan seperti jujur, dapat dipercaya, dan dapat diandalkan.

“The Reynolds–McElhenney effect?”: effect of celebrity endorsement on colonoscopy-related videos on TikTok

Background and AimsCases of young-onset colorectal cancer (CRC) have risen substantially over the last 20 years, and physicians are increasingly harnessing the influence of celebrities to raise awareness for CRC screening. Celebrity actors Ryan Reynolds and Rob McElhenney filmed their experiences undergoing colonoscopy as part of an initiative to raise awareness for CRC screening. Herein, we assess the quality of information on TikTok regarding colonoscopies and evaluate the effect of this celebrity endorsement.MethodsHashtags encompassing colonoscopy were searched using TikTok’s algorithm, and 75 videos were considered. The DISCERN questionnaire and analytics were used to quantify the quality and popularity of each video.ResultsColonoscopy-related videos were higher in quality (P < .01) and popularity (P < .05) after the celebrity Reynolds–McElhenney endorsement compared with those released before. After the endorsement, the difference between the quality of the content created by physicians and nonphysicians was eliminated.ConclusionsUsing TikTok, celebrities can aid in disseminating high-quality information regarding colonoscopy and other preventative medicine practices to young adults within the new social media landscape. Cases of young-onset colorectal cancer (CRC) have risen substantially over the last 20 years, and physicians are increasingly harnessing the influence of celebrities to raise awareness for CRC screening. Celebrity actors Ryan Reynolds and Rob McElhenney filmed their experiences undergoing colonoscopy as part of an initiative to raise awareness for CRC screening. Herein, we assess the quality of information on TikTok regarding colonoscopies and evaluate the effect of this celebrity endorsement. Hashtags encompassing colonoscopy were searched using TikTok’s algorithm, and 75 videos were considered. The DISCERN questionnaire and analytics were used to quantify the quality and popularity of each video. Colonoscopy-related videos were higher in quality (P < .01) and popularity (P < .05) after the celebrity Reynolds–McElhenney endorsement compared with those released before. After the endorsement, the difference between the quality of the content created by physicians and nonphysicians was eliminated. Using TikTok, celebrities can aid in disseminating high-quality information regarding colonoscopy and other preventative medicine practices to young adults within the new social media landscape.

THE INFLUENCE OF CLEAR SHAMPOO ADVERTISEMENTS ON PURCHASE DECISIONS (CASE STUDY ON CLEAR SHAMPOO ADVERTISING CELEBRITIES ENDORSER: AGNES MONICA)

Increasingly fierce competition in producing products requires producers to carry out the right strategy so that their products can survive in the market. One of the ways to do this is to carry out promotions using celebrity endorsers as good message distributors. This study used multiple linear regression tests to determine the effect of celebrity endorser: Agnes Monica on Clear shampoo advertisements on consumer purchasing decisions. From the results of the partial test of the four variables studied, only attractiveness and power variables have an effect. That means the respondents rated Agnes Monica as a celebrity endorser capable of being inspirational and charismatic who was able to increase purchasing decisions of an advertised product, namely Clear shampoo.The variables of visibility and credibility have no effect on consumer purchasing decisions. From these results we can see that consumer purchasing decisions are not only influenced by how popular a celebrity endorser is, but also by the attractiveness and power of the endorser to make consumers confident in making purchasing decisions on advertised products.From the results of the simultaneous test of the four variables studied, it turns out that overall the variables of visibility, credibility, attractiveness and power influence consumer purchasing decisions. That means Agnes Monica as a celebrity endorser has popularity and is able to communicate advertised products, as well as being an inspiration and idol for others.

Purchase Decisions For Bimoli Cooking Oil Products : The Influence of Celebrity Endorse, Brand Image and Brand Trust

Cooking oil is a basic need for Indonesian people without exception for the people of 4 villages in Sungai Liuk. Cooking oil is widely used in Indonesian food. One of the brands of cooking oil that is widely consumed is Bimoli. In this study to see the effect of celebrity endorsement, brand image and brand trust on purchasing decisions using multiple linear regression analysis with SPSS 24. The results of this study show that celebrity endorse, brand image and brand trust partially and simultaneously have a significant and positive effect on purchasing decisions for Bimoli cooking oil among consumers in 4 villages in the Sungai Liuk region.

Strategi Periklanan Kosmetik Efektif Untuk Generasi Y Menggunakan Celebrity Endorsement

Celebrity endorsement on social media has become a trendy way to advertise today. Examining the effectiveness of celebrity endorsers using the familiarity variable is deemed necessary, considering the risks that arise from selecting inappropriate celebrities. It is also important to explore whether different categories lead to different responses. The aim of the study was to analyze the effect of differences in endorser familiarity and product categories on compatibility with products, attitudes towards advertisements and brands and purchase intentions of Y generation consumers in cosmetic advertisements. This research is a 2x2 factorial experimental study using Multivariate Analysis of Variance (MANOVA). There were 2 stages of the research, the first stage was the pre-test with 30 research participants to select celebrities and the second stage was the main test with 156 participants who were divided into 4 experimental groups. The results of the study stated that differences in celebrity familiarity had no effect on compatibility with products and attitudes towards brands, but had an effect on attitudes towards advertisements and purchase intentions. Differences in product categories and interactions between familiarity and categories show insignificant results. Celebrity endorsers with high or low familiarity currently both have the same potential and each endorser has its own market. Companies should increase consumer product involvement by repeating information. Keywords: attitude towards advertising and brand, endorser familiarity, experimental study, purchase intention, product categories

The Effect of Selebgram Endorsement, Online Marketing, and Online Ojek Existence on Muslim Micro, Small and Medium Enterprises (MSMEs) Income in Panyabungan, Mandailing Natal Regency

The aspects of the problem studied by the author are regarding the influence of celebrity endorsements, online marketing, and the existence of online motorcycle taxis on the income of Micro, Small and Medium Enterprises (MSMEs) in Panyabungan, Mandailing Natal Regency. The purpose of this study was conducted to determine the effect of celebrity endorsements, online marketing, and the existence of online motorcycle taxis on the income of Micro, Small and Medium Enterprises (MSMEs) in Panyabungan, Mandailing Natal Regency. The data analysis technique used is the quantitative method. Data collection was carried out by distributing questionnaires and the results of the questionnaires were received back for processing. Data were analyzed using SPSS 20. The results of the study based on the t test showed that celebrity endorsements had no significant effect on Micro, Small and Medium Enterprises (MSMEs) income, online marketing had a significant effect on Micro, Small and Medium Enterprises (MSMEs) income, and the presence of online motorcycle taxis had no effect. significantly to the income of Muslim Micro, Small and Medium Enterprises (MSMEs), and the results of research based on the F test show that celebrity endorsements, online marketing, and the existence of online motorcycle taxis simultaneously have a significant effect on the income of Muslim Micro, Small and Medium Enterprises (MSMEs) with a coefficient of determination of 61, 2%. The results of statistical tests show that there is an influence of celebrity endorsements, online marketing, and the existence of online motorcycle taxis on the income of Muslim Micro, Small and Medium Enterprises (MSMEs) in Panyabungan, Mandailing Natal Regency.

The Interrelations Of Celebrity Endorsement, Social Media Use, And Customer Engagement In Achieving Customer Purchase Decision

Background – The awareness and massive adoption towards internet has motivated companies to include it into their marketing strategies, such as by using celebrity endorsement and social media use, as this will enable them to increase customer engagement and their purchase decision.&#x0D; Aim – This study investigates the effect of celebrity endorsement and social media use on customer engagement and consumer purchasing decisions.&#x0D; Design / methodology / approach – This research was conducted on consumers of culinary and fashion products of SMEs in West Java Province, with a total sample of 185 respondents. The data was collected using the survey method of distributing questionnaires to respondents. Furthermore, the data obtained were processed using PL S Software-Structural Equation Modeling.&#x0D; Findings – The research results show that: (1) the use of social media has a positive effect on customer engagement; (2) The role of celebrity endorsement has a positive effect on customer engagement; (3) Customer engagement has an impact on purchasing decisions; (4) Customer engagement mediates the relationship between social media use and consumer purchasing decisions, and (5) Customer engagement mediates the relationship between celebrity endorsement and consumer purchasing decisions. &#x0D; Research implication – MSMEs need to understand the important role of the influence of social media in increasing engagement with consumers. The use of celebrity endorsement must also be considered as an important aspect that can encourage consumer engagement.&#x0D; Limitations – This research was specifically conducted on SMEs in the handicraft and culinary industry in West Java. Future studies require to be carried out in different settings to ensure generalizability of the present study.

Pengaruh citra merk dan celebrity endorsment terhadap keputusan pembelian produk skincare wardah pada generasi z (studi kasus di kota denpasar)

This study aims to determine the effect of brand image and celebrity endorser on purchasing decisions for Wardah skincare products in Denpasar City. This study uses a quantitative approach. The data used are skincare review viewer data and local brand sales data in e-commerce in 2021, the sample testing technique is carried out through a sampling method that uses classical assumption testing, determination analysis, linear multiple analysis, partial (t-test) and simultaneous testing. (f-test). The results of this study prove that brand image has a positive and significant effect on purchasing decisions, celebrity endorsers have a positive and significant effect on purchasing decisions. Simultaneously brand image and celebrity endorser have a significant effect on purchasing decisions.

Normative influence and masstige purchase intention: Facilitators, inhibitors, and the moderating effect of celebrity endorsement

AbstractMasstige marketing has gained considerable attention in the recent past as a theoretically significant and practically relevant concept. Masstige strategy encompasses all those activities directed to position the products for the masses, neither by offering drastic price reductions nor discounts. Rather its success depends on product innovation and promotion. Although it has been recognized as an important strategic construct, the nascent concept needs further investigation for better understanding. This research identifies significant gaps in the extant literature on fashion accessories masstige brands and intends to bridge them. The objective of the current study is to empirically investigate the factors that facilitate or inhibit masstige purchase intentions. Our study uncovers the role of normative influence in influencing the purchase intentions of a masstige fashion accessory brand, that is, Armani Exchange. Data were collected from 395 respondents, and structural equation modeling was applied to check the proposed hypotheses. The study's results revealed that conspicuous and social values play an important role as facilitators. In addition, the study highlighted that masstige brands need to overcome inhibitors like identity avoidance and deficit‐value avoidance to develop masstige purchase intention. Moderation analysis highlighted the significant influence of celebrity endorsement in strengthening the facilitators and overcoming inhibitors associated with masstige purchase intention. The study's results can help marketers to position their masstige brands by adopting the right strategies that can be formulated by taking into account the influence of stimulus, facilitators, inhibitors, and a moderating variable examined in the study.

Strategi Meningkatkan Minat Beli Konsumen Melalui Social Marketing, Endorserment Selebgram dan Potongan Harga

The purpose of this study was to examine the effect of social marketing on consumer buying interest, to test the effect of celebrity endorsements on consumer buying interest, to test the effect of price discounts on consumer buying interest. The population of this study were 465 students from the faculty of economics and business majoring in management class of 2019 at the Muhammadiyah University of Makassar. The sampling technique in this study is classified as non probability sampling with purposive sampling or sampling based on certain characteristics. In this study the authors used a closed questionnaire, namely statements and questions with a certain number of answers as choices. So that the total sample is 90 respondents. The data analysis technique used in this research is quantitative analysis with multiple linear regression analysis method. Based on the results of statistical tests that have been carried out, this study found that social marketing, Selebgram Endorsements and price discounts have a positive and significant effect on consumer buying interest.

The Effect of Celebrity Endorsements on Crypto: Evidence from Initial Coin Offerings (ICOs)

The Effect of Celebrity Endorsements on Crypto: Evidence from Initial Coin Offerings (ICOs)

Celebrity vs. ordinary: an experimental investigation of the effect of celebrity vs. ordinary people endorsement on charity donations in Egypt

Celebrity vs. ordinary: an experimental investigation of the effect of celebrity vs. ordinary people endorsement on charity donations in Egypt

Celebrity Vs. Ordinary: An experimental investigation of the effect of celebrity vs. ordinary people endorsement on charity donations in Egypt

Celebrity Vs. Ordinary: An experimental investigation of the effect of celebrity vs. ordinary people endorsement on charity donations in Egypt

Pengaruh Harga, Kualitas Produk Dan Celebrity Endors Terhadap Keputusan Pembelian Produk Ms Glow

This study aims to examine the effect of price, product quality, and celebrity endorsements on purchasing decisions for ms glow products for students at the State Islamic University of North Sumatra, either partially or simultaneously. This study used a quantitative method with data collection using the Likert scale method. The subjects used in this study were active students at the State Islamic University of North Sumatra for the 2022-2023 year, totaling 19,129 people, and taken using the slovin formula with an error rate of 5% totaling 392 students. Data analysis techniques through the IBM SPSS statistics 25 programs. The results of this study indicate that first, the price has a positive and significant effect on purchasing decisions with a significant value of 0.035 &lt;0.05. Second, product quality has a positive and significant effect on purchasing decisions with a significant value of 0.001 &lt;0.05. Third, celebrity endorsements have a positive and significant effect on purchasing decisions with a significant value of 0.001 &lt;0.05. And fourth, simultaneously price, product quality, and celebrity endorsements have a positive and significant effect on purchasing decisions with a significant value &lt;0.05, namely 0.000 &lt;0.05.

How celebrity status and gaze direction in ads drive visual attention to shape consumer decisions

AbstractMarketers have long used celebrity endorsement to help viewers build strong brand‐product associations. Celebrity endorsements increase brand awareness and recall, but how celebrity endorsements shape the decision process remains unclear. A wealth of research indicates that people tend to follow someone else's gaze, yet its effects in advertisements have been largely unexplored. We recruited 77 participants to investigate the effect of celebrities and gaze‐cueing in advertisements on both gaze behavior and binary choices. We combined computational modeling with eye‐tracking and pupillometry to identify which internal components of processing are affected by celebrity endorsement. We found that gaze‐cueing and celebrity endorsement influence gaze allocation and option selection. Further, results from computational modeling, eye‐tracking, and pupillometry revealed that the effect of celebrity endorsement on decisions can be explained as an offset in the starting point of an evidence accumulation process as well as changes in the rate of accumulation, thereby biasing choice.