Published: 2023-06-01
The Influence of Advertising Attraction and Celebrity Endorser on Purchase Intention of Cosmetic Products
DOI: 10.35870/jemsi.v9i3.1166
Taat Kuspriyono, Tengku Kespandiar, Helmi Ali, Hilarius Wandan, Wa Ode Nur Ainun
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Taat Kuspriyono:
Universitas Bina Sarana Informatika
- Tengku Kespandiar: Politeknik Negeri Bengkalis
- Helmi Ali: Institut Teknologi dan Bisnis Haji Agus Salim (ITBHAS) Bukittingi
- Hilarius Wandan: Universitas Lelemuku Saumlaki
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Wa Ode Nur Ainun:
Universitas Dayanu Ikhsanuddin
Abstract
This study intends to examine how celebrity endorsing and advertising attraction affect customer interest in purchasing cosmetic products. This study is quantitative in nature. Using a purposive sample approach, 100 respondents made up the study's population. Interviews and questionnaires are two common data collecting methods. A Likert scale was used to assess the instruments used to collect data on the variables X1 (Ad Attractiveness), X2 (Celebrity Endorser), and Y (Purchase Intention). The findings of this study suggest that the factors of advertising allure and celebrity endorsers significantly influence consumer interest in making purchases. In the coefficient of determination test, the dependent variable (purchase intention) is influenced by 77% of the independent factors (advertising attractiveness and celebrity endorsement). While additional factors not included in this regression analysis may have an impact on as much as 23%.
Keywords
celebrity endorsing, cosmetic, advertising attraction, customer
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 9 No. 3 (2023)
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Section: Articles
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Published: 2023-06-01
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License: CC BY 4.0
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Copyright: © 2023 Authors
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DOI: 10.35870/jemsi.v9i3.1166
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