Abstract:
This research entitled “Impact of Celebrity Endorsement on Purchase Intention of
Cosmetics (A Case Study of Maybelline in West Bekasi)” was conducted 125
respondents who were consumers of Maybelline cosmetics living in West Bekasi. There
were four independent variables being studied, these are Trustworthiness, Physical
Attractiveness, Expertise, Congruence, and dependent variables is Purchase Intention.
This study used quantitative method. Data analysis technique used were multiple linear
regression with least squares equation and test hypothesis using t-statistic for testing
the regression coefficients and F-statistic to testing to test the impact together with a
significance level of 5%. It also tested the classical assumptions that included tests of
normality, multicollinearity test, test of heterocedasticity and autocorrelation test. This
shows the available data has been qualified using multiple linear regression equation
model. The result indicates that Expertise (X3) has no significant impact on Purchase
Intention towards Maybelline cosmetic product in West Bekasi. The variables
Trustworthiness (X1), Physical Attractiveness (X2), and Congruence (X4) have
significantly positive impact on Purchase Intention towards Maybelline cosmetic
product in West Bekasi.
