ANALYSIS OF CELEBRITY ENDORSEMENT INFLUENCE ON PURCHASE INTEREST: THE CASE STUDY OF A SKINCARE PRODUCT

Abstract

Companies must have the right promotional strategy, one of them is using social media as a “container” for company’s promotion. In promotion through social media celebrity endorsers are often used as a means of attraction so that to get more attention from consumers. Many marketers use celebrity endorsers to promote their products and strenghten the related purchase intention. The purpose of this research is to know whether or not there is a significant influence between celebrity endorsement on the one hand and buying interest in the advertising appeal on the other. The research has been carried out on the example of MDGlowing skincare product. The research has been based on quantitative and descriptive methods. Sampling was carried out using probability sampling of the random sampling type, with the number of respondents as many as 100 people. The data analysis technique selected was path analysis. According to the results of our study, celebrity endorsers (selebgram) contribute with 78.06% (high category), advertising appeal contributes also with 78.06% (high category), purchase intention reached 73.2% with high category. Celebrity endorsement significant effects on advertising appeal with the contribution of 48,7%; advertising appeal has significant effect on purchase intention with the contribution of 28,3%; celebrity endorsement has effect on purchase intention with the contribution of merely 5,29%, and finally, celebrity endorsement influences purchase intentions through advertising appeal with the contribution equal to 37% sharp.