The Impact of Celebrity Endorsement on Young Female Consumers’ Purchase Intention: The Mediating Effects of Customer Attitude (A study in Indonesia Beauty Industry)

Authors

  • Intan Ayu Permatasari Telkom University
  • Arry Widodo Telkom University
  • Nurafni Rubiyanti Telkom University
  • Anita Silvianita Telkom University

DOI:

https://doi.org/10.55927/fjmr.v4i1.12937

Keywords:

Celebrity Endorsement, Purchase Intention, Customer Attitude, Beauty Industry

Abstract

This research explores the relationship between celebrity endorsement and purchase intention among young female consumers in Indonesia's beauty industry, emphasizing the mediating role of customer attitudes. In this digital era, the findings reveal that celebrity endorsements positively impact purchase intentions. Specifically, the visibility, credibility, and attractiveness of celebrities, leading to increased purchase intentions. Moreover, customer attitudes serve as a crucial mediator between celebrity endorsement and purchase intention. The study employs a quantitative approach, utilizing a structured questionnaire distributed to sample of young female consumers respondents. This study contributes to the understanding of marketing strategies in the beauty industry, suggesting that brands should carefully select celebrity endorsers who resonate with their target audience to maximize effectiveness.

Downloads

Download data is not yet available.

References

Amitay, Y., Tj, H. W., Saparso, & Wahyoedi, S. (2020). The Impact of Celebgram Endorsement on Purchase Intention: The Mediating Effects of Customer Attitude and Brand Awareness.

Dewi, R. (2021). Pengaruh Sikap Konsumen terhadap Keputusan Pembelian di E-Commerce.

Infokomputer. (2024). Didukung Influencer, Indonesia Kini Kuasai 42% Pasar E-Commerce. Retrieved from https://infokomputer.grid.id/read/124163192/didukung-influencer-indonesia-kini-kuasai-42-pasar-e-commerce

Macheka, T., Quaye, E. S., & Ligaraba, N. (2023). The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions.

Moshlehpour, M., et al. (2021). "The Role of E-WOM on Purchase Intention: Evidence from Jakarta." Journal of Marketing Development and Competitiveness, 15(1), 23-34.

Nguyen, T.T.H., & Nguyen, N. (2019). Investigating Consumer Attitude and Intention towards Online Food Purchasing in an Emerging Economy: An Extended TAM Approach. Foods, 8(11), 576.

Oteh, O. U., Oloveze, A. O., Emeruem, O. L., & Ahaiwe, E. O. (2023). Celebrity endorsement in African context: TEARS model approach.

Trenasia. (2024). Melihat Perbandingan Belanja Kosmetik Antara Gen Z dan Milenial. Retrieved from https://www.trenasia.com/melihat-perbandingan-belanja-kosmetik-antara-gen-z-dan-milenial

Zhu, Y., et al. (2020). "The effect of celebrity endorsement on brand attitude and purchase intention."

Downloads

Published

2025-01-27

How to Cite

Permatasari, I. A., Widodo, A., Rubiyanti, N., & Silvianita, A. (2025). The Impact of Celebrity Endorsement on Young Female Consumers’ Purchase Intention: The Mediating Effects of Customer Attitude (A study in Indonesia Beauty Industry). Formosa Journal of Multidisciplinary Research, 4(1), 293–302. https://doi.org/10.55927/fjmr.v4i1.12937