Article Sidebar
Main Article Content
Abstract
This study was aimed to examine the correlation between perception towards celebrity endorsers in cosmetic advertisements with the interest in purchasing of a university student. The hypothesis proposed in this research was that there was a positive correlation between perception towards celebrity endorsers in cosmetic advertisements with the interest in purchasing of a university student. Subjects used in this study were 90 female students of Psychology Faculty, Islamic University of Indonesia. The ages of the Subject are between 18-21 years old. The data collection used two types of scale, namely the scale of perception towards celebrity endorsers in cosmetic advertisements and the scale of purchasing interest. Scale of perception towards celebrity endorsers in cosmetic advertisements was developed by the researcher based on aspects to the celebrity endorsers perception presented by Belch and Belch (1995), which included the aspects of credibility, attractiveness, and power. The scale of purchasing interest was developed by the researcher based on aspects of purchasing interest presented by Krech & Crutchfield, (Prasitejo, 2005), which included affective (interest), cognitive (belief), and conative (decision). The results of testing the relationship between perception towards celebrity endorsers in cosmetic advertisements with interest in purchasing showd that the perception towards celebrity endorsers in cosmetic advertisements associated with level interest in purchasing {(r = 0.607 with p=0.000 (p<0.01)} therefore the hypothesis was accepted). The contribution of perceptions to the celebrity endorser on cosmetics advertisement to the interest in purchasing was 36.9%.
Keywords : Interest in Purchasing, Perceptions towards Celebrity Endorsers
Article Details
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
