IMPACT OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION OF COSMETICS ( A CASE STUDY OF MAYBELLINE IN WEST BEKASI )

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.