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4. Psychological Factors

a) Motivation is a need with strong pressure that drives a person to make a decision on that need.
b) Perception is the process by which a person selects, organizes, and interprets information to form a meaningful
picture of the world.

2.4 CELEBRITY ENDORSEMENT

2.4.1 DEFINITION OF CELEBRITY ENDORSEMENT

The definition of endorser according to Shimp (2003:459) is an ad supporter or also known as an
advertisement star to support a product. Meanwhile, celebrities are figures (actors, entertainers or athletes)
who are known for their achievements in different fields from the products they support (Shimp, 2003:
460). Celebrities are seen as individuals who are liked by society and have attractive advantages that
distinguish them from other individuals.And celebrity endorsers are using artists as advertising stars in the
media, ranging from print media, social media, and television. In addition, celebrity endorsements are also
used for certain reasons such as their famous attributes including good looks, courage, talent, elegance,
strength and sexual attractiveness which represent the attractiveness desired by the advertised brand. With
the use of celebrity endorsements, it is expected to be able to represent the brand image to fulfill purchasing
decisions.
The reason why celebrities are in great demand by producers in advertising their products is
because the messages conveyed become more attractive because celebrities who are more popular
will get greater attention and are easier to remember (Royan 2004: 2). Then as a reinforcement, Sumarwan
(2004:258) argues that in purchasing products and services as well as brand selection, celebrities can have
a strong influence on consumers. Celebrities can be a very important marketing tool for a product because
of their great appeal and also because of the reason they have a huge fan base that no one else has.
Celebrities also have inner beauty, charisma and credibility.

2.4.2 THE ROLE OF CELEBRITY ENDORSEMENT

Schiffman and Kanuk in Mahestu Noviandra (2006:65-74) provide several celebrity roles as
advertising models that can be used by companies in advertising their products or services. Among them
are testimonials, endorsements, actors, and spokespeople. A more detailed explanation will be explained
as follows.
Firstly, the role of a celebrity in an advertisement is testimonial. If celebrities personally use these
products, they can testify about the quality and benefits of the advertised product or brand.Secondly, the
role as an endorsement, there are times when celebrities are asked to star in product advertisements where
they are not personally an expert in the field.Thirdly,role as an actor, where celebrities are asked to promote
a particular product or brand related to the role they are currently starring in a particular program. And the
last is the role of celebrities as spokesperson where they are tasked with promoting a product, brand or a
company within a certain period of time and then their appearance will be associated with the brand or
product they represent.

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