THE INFLUENCE OF USING CELEBRITY ENDORSER IN TELEVISON ADVERTISING TOWARD CONSUMER PURCHASE INTENTION A STUDY CASE OF L'OREAL PARIS WHITE PERFECT TV ADVERTISING ENDORSED BY DIAN SASTROWARDOYO AS THE BRAND AMBASSADOR

Abstract

The purpose of this research is to analyze the influence of using celebrity endorser in TV advertising toward consumer purchase intention as a study case of L’Oreal White-Perfect TV advertising endorsed by Dian Sastrowardoyo, whether between the celebrity endorser have strong or weak relationship This research was designed using quantitative research, which involves analysis of numerical data. The population of the research is female President University students who live in dormitory as many as 850 female students. By using Slovin sampling size method this research only required 90 students (e: 10%) as the respondents. The questionnaire was spread to 90 respondents in order to get more precise information to answer the matters observed. Likert scale is use to measure the data. The Validiy and Reliablity test have conducted for this research and the result is the all the questions list of variables (x) endorser and variable (Y) purchase intention are valid with criteria R computation > R table 0.2960 and the result value of Cronbach Alpha 0.917 which is > 0,8 The Research uses multiple regression analysis and found that there is positive significant relationship between using Dian Sastro as the celebrity endorser in L’Oreal White Perfect TV ads toward consumer purchase intention. The-F value is 22.004 which is > F-table 2.145 with sig 0.000 <alpha 0.1, so the model could be stated that visibility, credibility, attractiveness, and Power simultaneously are give significant influence on consumer purchase intention, whereas the result of adjusted R2 is 0.486 which means all the celebrity endorser dimension have influence 49% president university student purchase intention. The result of t-test partially could describe as visibility and power dimensions have no significant influence to purchase intention shows by the visibility value B = - 0.141 with sig 0.225, while, for the Power dimension value of B = -0.007 with sig 0.921. Meanwhile, the attraction and credibility dimension have significant influence on purchase intention which proved by the attraction dimension value of B = 0.604 with sig 0.000 and credibility value of B= 0.368 with sig 0.000 From the research findings, it is suggested for the company to more concern on celebrity endorser attraction and credibility dimension in choosing brand ambassador to present their product. Likewise, increasing the other promotional tools also needed outside TV advertising using celebrity endorser, in order to maximize the sales value. For improvement in the future research, it is suggested to analyze more variable related celebrity endorser in order to obtain more result that is comprehensive.