Page 23 - MARSIUM'21 COMP OF PAPER

THE IMPACT OF CELEBRITY ENDORSEMENT THROUGH BRAND IMAGE

ON PURCHASE DECISION AMONG INDONESIAN YOUTH FEMALE

Afifah Nurul Adawiyah, Encik Ahmad Sharifuddin bin Shamsuddin

Sekolah Perniagaan Antarabangsa Azman Hashim, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: nurul-2000@graduate.utm.my

Abstract

In recent years, the influence of celebrities in promoting a brand is quite promising. By promoting the

product through celebrity endorsements will increase the brand awareness of the business. The study aims
to analyze the effect of celebrity endorsement and brand image on consumer purchasing decisions on DR

Beaute by dr. Azrida products among Indonesian youth females. As the object of this research, DR Beaute

is a local beauty clinic who also owned cosmetic brand originating from Indonesia which has been
established in 5 cities in Indonesia. This study uses quantitative methods and the data collection technique

is to conduct in-depth research, namely interviews and used questionnare and the software used by
researchers to analyze the data and information collected in this study is the Statistical Package for the

Social Sciences (SPSS) which has a function to assist in analyzing complex statistical data analysis.The

respondents of this research are users and buyers of DR Beaute by dr. skin products. The results of this
study are expected to be a strategy that can be applied to marketing strategies for companies and interested

parties to increase and maximize the use of celebrity endorsements and brand image to get a positive effect
that can lead customers in making purchasing decisions.

Keywords: Celebrity endorsement, brand image,purchase decision

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