Effectiveness Of Celebrity Endorsement Towards Cosmetic Advertising In Tebrau, Johor Bahru

• Main Author: Vijessri, Ravi
• Format: Final Year Project Report
• Language: English
• Published: Universiti Malaysia Sarawak (UNIMAS) 2017
• Subjects: HF Commerce
• Online Access: http://ir.unimas.my/id/eprint/33668/2/Vijessri%20Ravi.pdf; http://ir.unimas.my/id/eprint/33668/

“Beauty is the only recommendation which comes before of any introduction”, Aristotle said and this would literally summarize why cosmetic advertisings should be endorsed by celebrities because they play an imperative role for an advertising diligence and to promote products. This research was carried out in order to identify the effectiveness of celebrity credibility, attractiveness, trustworthiness and expertise towards customer attitude and also to investigate the relationship between customer attitude and purchasing intention. From the data collection of 202 respondents at Tebrau, Johor Bahru, two major method has been used to determine the relationship between independent and dependent variable which are Pearson Correlation and Multiple regression. The findings for the r value showed that all the determinants has moderate positive relationship with customer attitude with (sig =0.000 <0.05) whereas the beta coefficient of customer attitude towards purchasing intention shows a strong relationship with the value of 0.587. As a conclusion, all the hypothesis were accepted. For an effective recommendation, this research should be carried out by comparing celebrity endorsement between a developed country and a developing country. Implications and limitations were briefly discussed in this research.