top of page
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Economics and Business

Quarterly Reviews

ISSN 2775-9237 (Online)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
open access

Published: 30 January 2023

A Conceptual Model of the Role of Perception of Celebrity Endorsement in Consumer Purchase Intention of MS Glow Beauty Products

Nirvanni Reswari Adi Putri, Budi Haryanto

Sebelas Maret University, Indonesia

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, management journal

Download Full-Text Pdf



Pages: 65-75

Keywords: Perception of Celebrity Endorser, Attitude Towards Ads, Attitude Towards Brand, Purchase Intention


This article aims to explain the influence of perception of celebrity endorser on purchase intention which is mediated by attitude towards ads and attitude towards brand. This study was moderated by the type of endorser tested in two groups, handsome vs. not handsome endorser types. Literature reviews made by several international journals with high reputation including research from Schouten et al. (2020) and Ha & Lam (2017). This article is to identify the variables used to build a conceptual model. The expected finding is that there is a positive relationship between perception of celebrity endorser, attitude towards ads and attitude towards brand on purchase intention which is moderated by type of endorser. This study also explains the dimensions of trustworthiness, expertise, and similarity that produce the perception of celebrity endorsers. Researchers hope this research can help marketers to design effective marketing strategies to influence potential consumers. This paper is also expected to contribute theoretically, practically and possibly can be used for future studies.


  1. Arnould, J., Price, L, L., and Zinkhan, G, M. (2005). Customer, 2nd edition, McGrawHill Irwin, Boston,. MA.

  2. Badan Pusat Statistik. (2021). Statistik E-Commerce. Available at

  3. Bergkvist L., and Zhou, K. Q. (2016). Celebrity Endorsements: a literature review and research agenda. International Journal of Advertising, 35 (4), 642-663.

  4. Biswas, D., Biswas, A. & Das, N. (2006). The differential effects of celebrity and expert endorsements on consumer risk perceptions. Journal of Advertising, 35 (2), 17-31.

  5. Cooper, D. R., & Schindler, P.S. (2014). Business Research Methods 12th Edition. In Business Research Methods.

  6. Erdoğan, B. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 291-314.

  7. Fam, K.S., & Waller, D. (2006). Identifying Likeable Attributes: A Qualitative Study of Television Advertisements in Asia. Qualitative Market Research, 9 (1), 8–50.

  8. Felix, R., & Borges, A. (2014). Celebrity endorser attractiveness, visual attention, and implications for ad attitudes and brand evaluations: A replication and extension. Journal of Brand Management, 21 (7), 579–593.

  9. Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24 (4), 343-373.

  10. Freire, O., Quevedo-Silva, F., Senise, D., & Scrivano, P. (2018). The effectiveness of celebrity endorsement in aspiring new celebrities: Examining the effects of brand, congruence, charisma and overexposure. RAUSP Management Journal, 53 (3), 289–303.

  11. Gauns, K. K., Pillai, S.K.B., Kamat, K., Chen, R.F., & Chang, L.C. (2017). Impact of celebrity endorsement on consumer buying behavior in the State of Goa. IIM Kozhikode Society & Management Review, 7 (1), 1-14.

  12. Ghozali, I., & Latan, H. (2015). Partial Least Squares: Concepts, Techniques and Applications Using the SmartPLS 3.0 Program. Semarang: Diponegoro University Publishing Agency.

  13. Goldsmith, R., Lafferty, B., and Newell, S. (2000). The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands. Journal of Advertising, 29 (3), 43-54.

  14. Gusniar, A. (2020). The Influence of Attractiveness, Trustworthiness, and Expertise Beauty Vlogger on Interest in Buying Beauty Products on Youtube. EXERO Journal of Research in Business and Economics, 3 (2), 187-210.

  15. Ha, N., & Lam, N. (2017). The Effects of Celebrity Endorsement on Costumer's Attitude Toward Brand and Purchase Intention. International Journal of Economics and Finance, 9 (1), 64-77.

  16. Hair, J.F., Hult, G.T.M., & Ringle, C.M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd edition). Los Angeles: SAGE.

  17. Haryanto, B. (2014). The influence of ecological knowledge and product attributes in forming attitudes and intentions to buy green products. International Journal of Marketing Studies, 6 (2), 83-91.

  18. Haryanto, B., & Nusantara, A. (2018). The Influence of Sex Appeal on Consumers Attitude toward the Ads Moderated by Product Factors. Journal Dinamika Manajemen, 9 (2). 250-258.

  19. Hussain, S., Melewar, T.C., Priporas, C.V., Foroudi, P., & Dennis, C. (2020). Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility. Journal of Business Research, 109, 472–488.

  20. Jhally, S. (2003). Image-based culture: advertising and popular culture. InDines, G & Humez, JM (eds.). Gender, race and class in media. Atextreader. Second edition. 249-257. Thousand Oaks, California: Sage. \Lee, SM 2006. Spectrum of Chinese culture.

  21. Kim, A.J., & Ko, E. (2012). Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brands. Journal of Business Research, 65 (10), 1480-1486.

  22. (2022). Artis Korea Terganteng Mulai dari Cha Eun Woo hingga Gong Yoo. Retrieved from

  23. Kotler, P., & Keller, K. (2016). Marketing Management, 15th Edition. Pearson Education, Inc.

  24. McClure, C., Kyoung Seock, Y., (2020). The role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention. Journal of Retailing and Consumer Services, 53 (3), 101975.

  25. McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services, 32, 39–45.

  26. McCracken, Grant. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16 (3), 310-321.

  27. Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33 (3). 182–192.

  28. Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19 (3). 39-52.

  29. Rachbini, W. (2018). The Influence of Celebrity Endorsements on Purchase Intention (A Study on VIVO V7). IOSR Journal of Business and Management (IOSR-JBM), 20 (8). 59-66.

  30. Rameez, S., & Ahmed, R. (2014). Influence of Celebrity Endorsement on Consumer Purchase Intention for Existing Products: A Comparative Study. Journal of Management Info, 4 (1), 1-23.

  31. Sallam, M.A., & Algammash, F.A. (2016). The effect of attitude toward advertisement on attitude toward brand and purchase intention. International Journal of Economics, Commerce and Management, 4 (2). 509-520.

  32. Sarashadi, G., & Amina, S. (2018). The Effect of Using Vlogger Endorsers on Advertising in Forming Consumer Purchase Intentions. Journal of Business & Management, 18 (1). 41-52.

  33. Sauro. , J. (2015). Customer Analytics for Dummies. New Jersey: John Wiley & Sons.

  34. Schiffman, LG, & Wisenblit, J. (2019). Consumer Behavior 12th Edition. In Pearson, 53, 9.

  35. Schouten, A.P., Janssen, L., & Verspaget, M. (2020). Celebrities vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39 (2), 258-281.

  36. Sekaran, Uma, & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach 7th Edition. United Kingdom: Wiley.

  37. Setiadi, N. (2003). Consumer Behavior.Jakarta: PT. Kencana Prenanda Media.

  38. Solso, R. (2007). Psychology of Cognition 8th Edition. Jakarta: PT Gelora Aksara Pratama.

  39. Tanjung, S. & Hudrasyah, H. (2016). The Impact Of Celebrity And Non Celebrity Endorser Credibility In The Advertisement On Attitude Towards Advertisement, Attitude Towards Brand, And Purchase Intention. The Journal of Consumer Marketing, 9 (4), 231-245.

  40. Thomas, T., & Johnson, J. (2017). The impact of celebrity expertise on advertising effectiveness: The mediating role of celebrity brand fit. Vision-The Journal of Business Perspective, 21 (4), 1-8.

  41. Toha, M. (2003). Basic Concepts of Organizational Behavior and Its Applications. Jakarta: Grafindo Persada.

  42. vonFelbert, A., & Breuer, C. (2020). How the type of sports-related endorser influences consumers' purchase intentions. International Journal of Sports Marketing and Sponsorship.

  43. Wang, S., Kao, G., & Ngamsiriudom, W. (2017). Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60 (C), 10-17.

  44. Yeh, J., & In, C. (2010). Measuring the effectiveness of advertisements sent via mobile phone: Implications of the appeal, endorser, and involvement model and purchasing behavior. Social Behavior and Personality, 38 (2), 249-256.

  45. Zhu, X., Teng, L., Foti, L., & Yuan, Y. (2019). Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation. Journal of Business Research, Elsevier, 103 (C), 301-309.

bottom of page