INTRODUCTION
Introduction
Research Background
However, it will generate buzz and increase awareness of both the company and the brand. In addition, if a celebrity's image or reputation deteriorates, the effectiveness of the products they recommend will decrease, and this will also have a negative effect on young adults' purchase intentions. According to Jamil et al. 2014), they believed that negative actions related to celebrity endorsement could influence customers' purchasing decisions.
Research Problem
Many new issues are commonly found in celebrity endorsements, but they are studied in online advertising on consumer purchase intentions (Sufian et al., 2021). However, there are still few studies on the influence of celebrity endorsements on cosmetics purchase intentions. Therefore, addressing as this study will provide the answer or result regarding the usefulness of celebrity endorsements in the field of cosmetics and how male and female groups react to it.
Research Objectives
Research Questions
Based on Table 4.13, this study describes the mean and standard deviation of purchase intention of young adults. According to the findings of this research, it was found that celebrity trust is not related to young adults' intention to purchase cosmetics. Research Project Title: The Impact of Celebrity Endorsement on Young Adults' Intention to Purchase Cosmetic Products.
Significance of Study
Conclusion
It can be seen that celebrity expertise has a positive impact on young adult's purchase intention of cosmetic products. The findings revealed a relationship between a celebrity's attractiveness, trustworthiness and expertise and young adult's purchase intention. The purpose of this questionnaire is to investigate the impact of celebrity endorsement on young adult's purchase intention of cosmetic products.
LITERATURE REVIEW
Introduction
Underlying Theory
Therefore, the persuasiveness and effectiveness of advertising depend on the honesty and trustworthiness of the spokesperson. According to Adzharuddin, Salvation (2020), the effectiveness of the spokesperson has been found to be enhanced by professional expertise. This also shows that the public's opinion of the spokesperson's credibility and knowledge is critical to the success of cosmetic brands and subsequent advertising.
Review of Variables
- Dependent Variable: Purchase Intention
- Independent Variables: Attractiveness
- Independent Variables: Trustworthiness
- Independent Variables: Expertise
Similarly, according to Sufian et al. 2021) found that one of the most important variables influencing consumer purchase intention is the reliability of the marketing representative. I buy cosmetics because a celebrity knows enough about the product they are endorsing. In addition, the highest standard deviation for young adults' purchase intention was "I only buy cosmetics endorsed by celebrities I admire, it's value".
In addition, the p-value was less than the alpha value of 0.05, showing that celebrity attractiveness was strongly related to young adult purchase intent. The p-value was less than the alpha value of 0.05, showing that celebrity expertise was strongly related to young adult purchase intent. In this study, two independent variables (attractiveness and expertise) had a positive effect on young people's purchase intention.
In addition, I hope that the recommendations from this study will help future researchers conduct more extensive studies before exploring the impact of celebrity endorsement on young adult purchase intent. The influence of celebrity endorsement on young consumers' purchase intent: the case of L'oreal's skin care products. EXAMINING THE INFLUENCES OF Celebrities Support on Purchase Intent and Brand Loyalty among Rural Youth.
Proposed Theoretical Framework
Hypotheses Development
- Attractiveness
- Trustworthiness
- Expertise
In previous studies, whether the spokesperson is a celebrity or a non-celebrity, regardless of whether they are attractive or not, they will have a positive impact on brand perceptions and purchase intentions (Aziz et al also found that celebrity attractiveness has a significant impact on customer purchase behavior . Previous studies have shown that the attractiveness of celebrities will influence young people's willingness to buy cosmetics. However, according to Abdaziz, et al. 2019), research shows that celebrity attractiveness has no relationship with students' purchase intentions.
According to a previous study (Aziz et al., 2019), there is a relationship between trusted celebrities and purchase intentions. However, according to Abdaziz et al. 2019) research shows that celebrity trust has nothing to do with college students' purchase intentions. According to previous research, product representatives with expertise can encourage people to buy products Goldsmith et al.
In addition, according to Sufian et al. 2021), they found that when consumers receive information from celebrities with high professional knowledge, consumers are easily attracted to the celebrity's information. In addition, according to Seiler et al. 2017), they stated that professional expertise also has a beneficial influence on purchase intention.
Conclusion
RESEARCH METHODOLOGY
- Introduction
- Research Design
- Sampling Design
- Target Population
- Sampling Frame and Sampling Location
- Sampling Technique
- Sampling Size
- Data Collection Method
- Primary Data
- Research Instruments
- Measurement Scales
- Questionnaire Design
- Pilot Test
- Construct Measurement
- Nominal Scale
- Ordinary Scale
- Interval Scale
- Data Processing
- Data Checking
- Data Editing
- Data Coding
- Data Transcribing
- Data Analysis
- Descriptive Analysis
- Scale Measurement
- Inferential Analysis
- Conclusion
34; If my favorite celebrity endorses a certain cosmetic brand, I will buy it." has the lowest standard deviation for a young adult's purchase intent, with a score of 0.992. As a result, the model used in this study can be said to be an essential indicator for determining the association between purchase intention and independent variables.In addition, the Cronbach's alpha coefficient for the dependent variable purchase intention in this study is 0.891, indicating a high degree of reliability.
Therefore, research on celebrity endorsement will help increase and promote the purchase intention of young adults. Effects of celebrity endorsement towards purchase intention among students in a public university in Malaysia. Effects of celebrity endorsement towards purchase intention among students in a public university in Malaysia.
DATA ANALYSIS
Introduction
Descriptive Analysis
- Respondent Demographic Profile
- Gender
- Age
- Race
- Marital Status
- Occupation
- Monthly Salary
- How much will you spend on your cosmetics?
- Which of the following cosmetic products do you use?
- Which celebrity do you like?
- Central Tendencies Measurement of Construct
- Attractiveness
- Trustworthiness
- Expertise
- Purchase Intention
34;I bought cosmetics because celebrities seem handsome/beautiful." has the highest mean score of 4.01. In addition, the highest standard deviation for celebrity attractiveness was "I buy cosmetics because the celebrity is attractive" with a value of 1.062. For celebrity attractiveness, the lowest standard deviation is "I bought cosmetics because the celebrities look handsome/beautiful" with a value of 0. 995.
In terms of credibility, however, the lowest average score was "I buy cosmetics because the celebrity's message is trustworthy." which is 4.01. Additionally, the highest standard deviation for celebrity trustworthiness was "I buy cosmetics because the celebrity is truthful about the information they provide." with a value of 0.971. For celebrity trustworthiness, the lowest standard deviation is "I bought cosmetics because I trust the celebrity endorsement." with a value of 0.920.
34; I buy cosmetics because the celebrity has enough experience to recommend it." and "I buy cosmetics because the celebrity knows a lot about the product he/she endorses." has the highest mean score of 4.04. But in terms of expertise, it was lowest mean score "I buy cosmetics because the celebrity has sufficient knowledge about the product he/she endorses." which is 3.99. For celebrity expertise, the highest standard deviation is "I buy cosmetics because the celebrity knows a lot about the product, he/she endorses the value .
34; I buy cosmetics because the celebrity has sufficient qualifications to endorse it.” with a score of 0.897 has the lowest standard deviation for celebrity expertise.
Scale Measurement
- Reliability Analysis
Inferential Analysis
- Pearson Coefficient Correlation
- Multiple Regression Analysis
Consequently, the relationship between celebrity expertise and purchase intention among young adults remains strong and acceptable. Therefore, other factors that can be used to determine purchase intention are not included in this study. According to Table 4.18, celebrity trustworthiness is not significant in predicting purchase intentions of young adults.
The reason for this may be that some celebrities continue to endorse multiple brands so that they often appear in the media, so it shows that with the increase in the number of brand endorsements, celebrities lose their value (Jamil, et al., 2014) . This shows that there are too many well-known cosmetic brands and customers are unsure which to choose. For example, in 2021, COGI officially announced Fan Chengcheng as its sunscreen spokesperson, but at the same time, Fan Chengcheng also served as PROYA's global makeup spokesperson.
For example, Helena Bonham Carter was chosen as the new face of Yardley Cosmetics, which came as a surprise. Yardley is a high-end company that has long supplied the royal family with perfumes and cosmetics, so the role of Bonham Carter seemed out of place.
Conclusion
DISCUSSION AND CONCLUSION
Introduction
Summary of Statistical Analysis
- Descriptive Analysis
- Demographic Profile of Respondents
- Scale Measurement
- Summary of Reliability Test
- Summary of Inferential Analysis
- Pearson Correlation Coefficient
- Summary of Multiple Regression Test
Followed by Jackson Wang, which accounts for 37% of the data, some respondents will also fill in their favorite celebrity, such as Ju Jingyi, Taylor Swift, EXO and others. In this study, the independent variable of celebrity credibility had the lowest Cronbach's alpha value of 0.908, followed by expertise, which had a Cronbach's alpha coefficient of 0.911. Purchase intention is positively correlated with all independent variables according to Pearson's correlation coefficient values.
Celebrity attractiveness and expertise are both significantly correlated with young adults' purchase intention, with correlation coefficients of 0.818 and 0.747, respectively. But celebrity credibility was significantly associated with young adults' purchase intention with a positive correlation value of 0.692. Thus, it appears that purchase intention and the independent variable have a positive and moderate relationship.
Discussion of Major Findings
- Attractiveness
- Trustworthiness
- Expertise
Therefore, it can be explained that the lack of trustworthiness of celebrities is because they do not use the brand products they advertise, thus influencing the purchase intention of young adults. Based on the findings of this research, future researchers may be able to examine factors related to celebrity endorsements and young adult purchase intentions. The findings of this research can help cosmetic companies better understand the benefits and drawbacks of celebrity endorsements.
According to research, young adult's purchase intentions are influenced by some elements such as attractiveness of famous personalities, trustworthiness and expertise. On the other hand, the reliability variable was not associated with young adult's purchase intentions. How multiple linear regression works. https://www.investopedia.com/terms/m/mlr.asp#:%7E:text=The%20goal%. https://statistics.laerd.com/statistical- guides/descriptive-inferential-statistics.php.
Millennial preferences in beauty and personal care products | AlixPartners. https://www.alixpartners.com/insights-impact/insights/millennials-preferences-beauty-personal-care-. Meaning, Importance, Factors and Example of Purchase Intent. https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/10976-purchase-intention.html McGuire, WJ 1985), Attitudes and Attitude Change, In: Handbook of Social. The Effect of Celebrity Physical Attractiveness and Trustworthiness on Consumer Purchase Intentions: A Study of Nigerian Consumers.
Determinants of Employee Purchase Intention toward Celebrity Endorsement in Health and Beauty Product: A Case Study of XYZ Company.
Implications of Study
- Theoretical Implication
- Practical Implication
Limitations of Study
Recommendations for Future Research
