Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Journal of Marketing Innovation
Dara Yuri Andita
Politeknik Negeri Bandung, Indonesia
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Effect of Celebrity Endorser on Purchase Intention Cosmetic Product in Millennial Generation Consumers Dara Yuri Andita; Moh Farid Najib; Rizki Zulfikar; Dewi Purnamasari
Journal of Marketing Innovation (JMI) Vol. 1 No. 1 (2021)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (355.086 KB) | DOI: 10.35313/jmi.v1i01.14

Abstract

The use of celebrity endorsers has become even more attractive to many consumers, including cosmetic consumers in Indonesia. Using the appropriate celebrity endorser is believed as one way to increase sales and to reduce the budget for advertising that become issues for certain companies. The purpose of this study is to examine the factors of the source credibility model consist of attractiveness, trustworthiness, and expertise that have positive or significant effects on consumer purchases intention. Questionnaire were distributed to millennial generation as the targeted cosmetic consumers in Indonesia. By using Likert scale points, the results of the questionnaire distribution received a total of 475 respondents, but only 438 questionnaires used in the test. This study was tested by using SEM-PLS. The results showed that all variables had positive and significant influences on consumer purchase intention in Indonesia. This study examined the influence of celebrity endorsers on social media on the purchase intention of the millennial or Y generation as the focus. The next research is expected to carry the same model, but with different generation as the object of the study.
Co-Authors Dewi Purnamasari Moh Farid Najib Rizki Zulfikar