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The Effect of Celebrity Endorser on Customer Purchase Intention: Cosmetics Industry on Millennials Generation
Dara Yuri Andita (2019) | Skripsi | Manajemen
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The use of celebrity endorsers has become more attractive for many consumers, including cosmetics consumers in Indonesia. By using the appropriate celebrity endorser, it is believed that it will increase sales and can also reduce the budget for advertising that will be issued by the company. To get the appropriate celebrity endorser, we must know what indicators can increase the purchase intention cosmetics. Therefore, this study examines any factors of the source credibility model consisting of attractiveness, trustworthiness, and expertise that have a positive or significant effect on consumer buying interest by using a questionnaire that has been distributed to the millennial generation who are cosmetic consumers in Indonesia using five Likert scale points. The distribution results obtained 475 questionnaires, but only 438 questionnaires could be used in testing. This study was tested using smart-PLS. The results show that all variables namely attractiveness, trustworthiness and expertise also have a positive and significant effect on consumer buying interest. Keywords: Celebrity Endorser, Purchase Intention, Source Credibility.