The Contribution of Celebrity Endorsement on Customer Decision

Abstract

The purpose of this study is to examine the influence of the determinants of celebrity endorser toward the purchase decision of a product of the students of Malangkucecwara College of Economic, Malang, East Jawa, Indonesia. The determinants in this study are trustworthiness, expertise, attractiveness, respect, and similarity. Population of this study is all the students of Malangkucecwara College of Economic. This research uses accidental sampling with the total sample is 72 students. This sample can be calculated by 4 times total of indicators (18 indicators for all variables). Data of this study is analyzed using multiple linear regressions. This research found that based on the perspective of Malangkucecwara College of Economics’ students, trustworthiness, expertise, attractiveness, respect, and similarity have a significant influence toward purchase decision. The result of this study is expected to be useful for the companies which want to sell its products in Malangkucecwara College of Economics’ students. The companis should consider the characteristics of the celebrities that they want to use as celebrity endorsers. The trustworthiness of the star should give more attention, because this characteristic has the most influence on purchase decision. The trustworthiness of this study consist of honesty, consistency, and sincerity.