Page 84 - MARSIUM'21 COMP OF PAPER

FYP PROPOSAL

AHIBS UTM SKUDAI JULY 2021

THE IMPACT OF CELEBRITY ENDORSEMENT THROUGH BRAND IMAGE ON PURCHASE DECISION
AMONG INDONESIAN YOUTH FEMALE

AFIFAH NURUL ADAWIYAH, ENCIK AHMAD SHARIFUDDIN BIN SHAMSUDDIN

Azman Hashim International Business School, 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

1.0 BACKGROUND OF STUDY

Human needs are human desires for goods or services that can fulfill spiritual and physical satisfaction for
their survival. Skin care is also one of the needs that cannot be underestimated anymore because both women and
men every day cannot be separated from the use of skin care ranging from powders, lotions, deodorants,
moisturizers, sunscreens to soaps where these needs continue to change from time to time and follows by the
function required by consumers.
Basically skin care is needed when someone is experiencing skin problems and wants to maintain healthy
skin. But now, along with technological developments, skin care has become a trend because of the increased
awareness in consumers of physical appearance and characteristics. In addition, skin care products are divided into
four categories which are to support skin integrity, enhancing, nourishing skin condition and cosmetics to improve
skin’s look and presence. Most women are using makeup on a daily basis, especially in urban and metropolitan

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