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JURNAL

SOSAINS

JURNAL SOSIAL DAN SAINS

VOLUME 2 NOMOR 10 2022

P-ISSN 2774-7018, E-ISSN 2774-700X

THE EFFECT OF STAR ENDORSER ATTRACTION,

CREDIBILITY, AND EXPERTISE

Cheng-Wen Lee, Taufiqquddin Andi

Chung Yuan Christian University, Taiwan

Email : chengwen@cycu.edu.tw, taufiquddin_ande@yahoo.co.id

Keywords:

Attractiveness,

Credibility,

Expertise,

Purchase

Decision

ABSTRACT

Background: Advertising media are frequently employet as promotial media to

disseminate information about produducts. The aspect of celebrity endorser's profile is

their level of attractiveness, another aspect their credibility and domain knowledge.

Purpose: This study aims to examine the effect of attractiveness, credibility, and

expertise of celebrity endorsers on purchasing decisions.

Method : Experimental research techniques are 59 participants were utilize as the

experimental and 60 participants as the control. The data for this study were derived

from responses of participants who had received various treatments prior to the

distribution of the questionnair.

Result : The variable attraction (X1) of the celebrity endorser to the purchase decision

(Y) has a value of 0.011 and a significant t-count value of 4.891 at = 0.05 (one-way) t-

table value of 1.986. The t-count value > the t-table. The credibility variable (X2) of

the celebrity endorser to the purchase decision (Y) has a value of 0.085 and a

significant t-count value of 3.426 at = 0.05 (one-way) table t value of 1.986. The t-

count value > the t-table. The skill variable (X3) of the celebrity endorser to the

purchase decision (Y) has a value of 0.051 and a t-count value of 2.416 is significant at

= 0.05 (one-way) t-table value 1986. T-count value > t -table.

Conclusion: The results in this study showed that the celebrity endorser variable (X1),

credibility variable (X2) and skill variable (X3) had a positive and significant

correlation effect on purchasing decisions (Y).

INTRODUCTION

The development of free trade has led to increasingly fierce business competition.

This requires companies to be more creative in carrying out their business activities. This

era is marked by the development of various products and services accompanied by new

innovations. Various efforts have been made by companies to increase company sales and

satisfy the needs of their customers (Heruwati & Khasanah, 2010). Marketing strategies

are needed and one of the marketing strategies currently widely used by companies or

producers to inform their products to consumers is by promotion. Promotion is an

element in the marketing mix that the company uses to market its needs.

The Effect of Star Endorser Attraction, Credibility, and

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Cheng-Wen Lee, Taufiqquddin Ande 1116

Promotion is seen as a one-way flow of information or persuasion made to direct a

person or organization to action to create exchanges in marketing (Swastha, 2008).

Promotional media that is often used to convey information about products is advertising

media. Advertising is one of the media used by companies, it can be classified according

to its purpose, namely to provide information, persuade and remember (Kotler, Keller,

Brady, Goodman, & Hansen, 2019). Advertising is an efficient way to communicate

products because it is able to reach many buyers who are geographically dispersed.

Creative ways to advertise using celebrity endorsers. According to (Kotler et al.,

2019) celebrity endorser is the use of sources (sources) as attractive or popular figures in

advertisements, this is one creative way to convey messages to get higher attention and

can be remembered. Using celebrity supporters must go through several considerations,

including the popularity of celebrities with a product whether the chosen celebrity can

represent the character of the product being advertised (Frans, 2005). Celebrity is as a

source of advertising or information about brands and product attributes that are fun,

convincing and attractive general public attention. Using celebrities as endorsers is indeed

easier to influence the psychological consumption of consumers. The use of celebrities in

an advertisement involves attractiveness and credibility which is unique in itself

(Sebayang & Siahaan, 2008).

Celebrity attractiveness is a dimension in celebrity endorsers, the dimensions

included in celebrity endorsers are credibility and expertise (Krisjanti, 2006) mean that

attractiveness is a number of elements contained in celebrities which include a number of

characteristics that can be seen by the audience in supporters such as physical

attractiveness, intelligence, personality traits and lifestyle. Celebrities have an attraction

in sharing ways that can attract various target audiences to make purchasing decisions,

the higher the attractiveness of the Celebrity Endorser, the higher the purchase decision to

buy or use the advertised product.

While what is meant by credibility is the skill and value of trust in convincing

others about the product being promoted. Credibility celebrities can be trusted and are

considered to have insight on certain issues, such as brand reliability, will be the most

able to convince others to take an action purchasing decision (Tasruddin, 2015). The

higher the credibility of the Celebrity Endorser, the higher the purchase decision to buy or

use the advertised product. And what is meant by expertise is the ability of the advertising

source, where in this case the celebrity as an advertisement star to make a valid statement

about the characteristics of the product being advertised. This supports the relationship

with the product or brand they represent (Krisjanti, 2006). So as to attract interest or

purchase decisions. The higher the expertise possessed by the Celebrity Endorser, the

higher the purchase decision to buy or use the advertised product. In choosing an

endorser, it is not arbitrary. There are several considerations to focus on. For example, an

endorser is thought to have a strong character, not exposed to negative issues and has a

good image in the eyes of the public. So, consumers can be confident and believe in the

products brought by the endorser. Indirectly, loyalty arises in the endorser to maintain and

promote the brand that has been built by the company. Various kinds of products are

promoted by Celebrity Endorser including food, clothing, electronics, and cosmetics. And

cosmetics are one of the products that use Celebrity Endorser a lot because cosmetics

need media/people to show the results of these cosmetics. Cosmetics are care substances

used to enhance the appearance or smell of the human body. Cosmetics are generally a

mixture of various chemical compounds, some are made from natural ingredients and can

not only be used by women but can also be used by men, cosmetic products also vary

from perfume, powder, lipstick, eyeliner etc.

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The results of research on the effect of attractiveness, credibility and expertise of

Celebrity Endorser on purchasing decisions also show different results. The

attractiveness, credibility and expertise of Celebrity Endorser have a positive effect on

purchasing decisions (Indrayani, Suwendra, Yulianthini, & SE, 2015). Credibility,

attractiveness and expertise have a positive effect on purchasing decisions (Nopiyanti,

Pratiwi, & Ismail, 2015). The attractiveness, credibility and expertise of Celebrity

Endorser have a positive and significant effect on purchasing decisions (Utami, Eka, &

Nofiawaty, 2020).

Based on the description above, the author takes the research title "The Effect of

Attractiveness, Credibility, and Expertise of Celebrity Endorsers on Purchase Decisions".

Problem Statements: The formulation of the problem of this research is the increasingly

fierce business competition that affects the increasing demand for a product, this

encourages companies to take promotional actions, one of which is through Celebrity

Endorser. And prove that the promo using Celebrity Endorser can increase sales.

Research objectives: The objectives to be achieved in this research are as follows:

Testing the effect of the attractiveness of Celebrity Endorser on buying decision, testing

the influence of Celebrity Endorser credibility on purchasing decisions, testing the

influence of Celebrity Endorser expertise on purchasing decisions. Benefits of research:

The benefits expected from this research are as follows: Theoretical benefits. The results

of this study are expected to provide useful material for the development of science in the

field of marketing management related to attractiveness and credibility which also

influences consumer decisions in purchasing.

For researchers, this research is one proof that researchers have been able to apply

the knowledge in the form of theories obtained during the author's studies into the world

of work as well as a place to explore additional knowledge in the field regarding matters

related to marketing management. especially consumer decisions in purchasing. For the

University, this research is expected to contribute to the literature in the field of

marketing. In addition, it is also expected to enrich the development of science in the field

of marketing as well as input for further research.

RESEARCH METHODS

Experimental research is research in which at least one variable is manipulated to

study cause-and-effect relationships, therefore, experimental research is closely related to

testing a hypothesis in order to find the effect, relationship, or difference in changes in the

group that is subjected to treatment (Apuke, 2017). Experimental research is research that

seeks to find the effect of certain variables on other variables with tight control.

Experimental research is a systematic, logical, and thorough research in controlling

conditions. Experiments can be interpreted as research methods used to find the effect of

certain treatments on others under controlled conditions (Sugiyono, 2015).

The research variable is an attribute or nature or value of people, objects or

activities that have certain variations that are determined by the study and then draw

conclusions (Sugiyono, 2016). variables are divided into two types, namely independent

variables (independent) and determined variables (dependent).

Data analysis method is the treatment of the experiments carried out, to see the

correlation of each variable in several experimental groups, and the analytical method

used to test the treatment is analysis of variance. ANOVA is used to analyze the

difference in variance between two or more groups with one dependent variable. In

addition, a covariate test was conducted for the respondent's identity variables, namely

The Effect of Star Endorser Attraction, Credibility, and

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Cheng-Wen Lee, Taufiqquddin Ande 1118

gender and age. This test is to identify whether there is a possibility that the variable acts

as a new variable that strengthens or weakens the relationship between the independent

variable and the dependent variable.

Validity test is used to measure the validity or validity of a questionnaire. A

questionnaire is said to be valid if the questions on the questionnaire are able to reveal

something that will be measured by the questionnaire (Brown & Moore, 2012). In this

study, the validity test used CFA (Corfirmatory Factor Analysis).

The Valid Loading Factor is at least 0.4 and does not correlate with other question

items. While the reliability test is used to find out how far the measurement results remain

consistent when repeated measurements are made of the same symptoms using the same

measuring instrument. Reliable means with the same measuring instrument and the same

symptoms, but in different conditions and situations, the measurements show consistent

results (Field & Golubitsky, 2009).

Reliability is measured using items corrected for total correlation and Cronbach's

alpha which reflects the internal consistency of the measuring instrument. The rule of

thumb used is Cronbach's Alpha, each item must be greater than 0.6. In this reliability test

it is possible to eliminate items.

This study uses a partial hypothesis test ("t" test), the t-test is used to determine the

contribution of each independent variable partially to the dependent variable, using the

test of each independent variable regression coefficient (attractiveness, credibility and

expertise) whether or not it has a significant effect on the dependent variable (Sugiyono,

2016). The size of the hypothesis support can use the comparison of the T-table and T-

count values. If the T-count is higher than the T-table value with = 5%, then the

hypothesis is supported or accepted (Ghozali, 2018).

RESULTS AND DISCUSSION

Participants in this study were Makassar, South Sulawesi-Indonesia, all

119 of the distributed questionnaires can be used for additional analysis after

screening based on responders' responses, and each participant fills out a full

profile. As a result, the study's overall response rate was 100%. Respondents for

the distribution and participants' responses for the attractiveness variable included

4 respondents for all participants who were 17 years old or 3.4%, 4 respondents

who were 22 years old or 3.4%, 34 respondents who were 20 years old or 28.6%,

27 respondents who were 18 years old or 22.7%, 30 respondents who were 19

years old or 25.2%, and 20 respondents who were 21 years old or 16.8%. The

answer to the question "The appearance of the ad star in the commercial is really

gorgeous" got the highest average score. The average response from participants

was 5.56. The average of the lowest responses is "the product's ad star has the

same personality (personality) as I want," while the typical response to this query

is 3.74. As Shown Table 1.

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Table 1 Attractiveness Variable Participants

Indicator

Answers Frequency

Mean

STA

TDA

STDA

Star appearance

commercials

for their goods

are quite

intriguing

(13.4%)

(31.1%)

(37.0%)

(16.0%)

(2.5%)

5.37

The appearance

of the ad star in

the ad is very

beautiful

(15.1%)

(38.7%)

(36.1%)

(9.2%)

(0.8%)

5.56

The celebrity's

involvement in the

commercial

promotes the

amusing product

(4.2%)

(14.3%)

(37.8%)

(39.5%)

(4.2%)

4.75

I like Who is

the

advertisement's

lead? bring

product

promotion

(5.0%)

(11.8%)

(32.8%)

(41.2%)

(9.2%)

4.62

The

advertisement's

star might stand in

for images of

product users.

(4.2%)

(21.0%)

(37.0%)

(21.0%)

(15.1%)

(0.8%)

4.72

Participants' responses to the credibility variable's distribution. "The

advertising star has a compatibility with the product; hence it has a positive value

for the advertised product," is the question item with the highest average value.

The average participant gave a score of 5.00 in response to the query. While

"advertising stars are honest in transmitting advertising messages" is the average

of the least responses. The typical response to this query is 3.76. As show on

Table 2

Table 2 Participant Credibility Variable

Indicator

Answer

Frequency

jawaban

Mean

STA

TDA

STDA

The Effect of Star Endorser Attraction, Credibility, and

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Cheng-Wen Lee, Taufiqquddin Ande 1120

Advertising

celebrities are very

knowledgeable

about the product;

thus, the

advertisement's

message can be

effectively

communicated.

(3.4%)

(21.0%)

(38.7%)

(29.4%)

(5.9%)

(1.7%)

4.80

Advertising

celebrities that are

compatible with the

product provide

value to the

marketed product.

(9.2%)

(21.8%)

(31.9%)

(33.6%)

(3.4%)

5.00

Advertising

celebrities can

persuade me of the

value of the

marketed good

(5.0%)

(13.4%)

(26.9%)

(38.7%)

(12.6%)

(1.7%)

4.48

Advertising

celebrities deliver

commercial

messages truthfully

(3.4%)

(0.8%)

(17.6%)

(41.2%)

(26.1%)

(5.0%)

(5.9%)

3.76

It is possible to

believe the

statements that

celebrities in

advertising

convey about their

products.

(1.7%)

(4.2%)

(21.8%)

(48.7%)

(15.1%)

(6.7%)

(1.7%)

4,02

These celebrities

are qualified to

serve as brand

ambassadors.

(6.7%)

(11.8%)

(40.3%)

(31.1%)

(5.0%)

(2.5%)

4.66

The distribution and participant responses for the skill variable are shown in

Table 4.9. "The celebrity has experience as an advertisement star" is the question

item with the highest average score. The average response from participants was

5.23. The least popular response, although being the average, is "The ad star has

frequently appeared in the media to pitch other items." There are 4.46 average

responses to questions.

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Table 3. Participant Variables of Expertise

Indicator

Frequency jawaban

Mean

STA

TDA

STDA

Advertising

celebrities in

commercials have

the knowledge to

persuade consumers

(4.2%)

(14.3%)

(44.5%)

(23.5%)

(12.6%)

(0.8%)

4.71

celebrities have

relevant experience

(1.7%)

(10.9%)

(35.3%)

(37.8%)

(13.4%)

(0.8%)

4.46

Advertising-related

information is

possessed by

celebrities in the

industry.

(0.8%)

(12.6%)

(54.6%)

(28.6%)

(1.7%)

4.77

The famous person

is skilled as a

commercial star.

(10.1%)

(23.5%)

(50.4%)

(11.8%)

(3.4%)

(0.8%)

5.23

The person in

question is a

"commercial star."

(10.9%)

(22.7%)

(40.3%)

(22.7%)

(1.7%)

(0.8%)

5.13

The

spokesperson

appears to be

aware of and

enjoying the

opportunity

to promote

goods.

(9.2%)

(16.8%)

(41.2%)

(25.2%)

(6.7%)

(0.8%)

4.93

Distribution and participants' responses for the variables influencing

purchasing decisions. The query, however, "After seeing the star of the product

advertisement, I have contemplation of the benefits of buying the product," has

the greatest average score. 4.13 is the typical participation response to the query.

While the most common response is "I am certain to buy the goods after

witnessing the advertising celebrity promote it." The typical response to this query

is 3.55. displayed in Table 4.

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Cheng-Wen Lee, Taufiqquddin Ande 1122

Table. 4. Participant Purchase Decision Variables

Indicator

Frequency

jawaban

Mean

STA

TDA

STDA

After seeing

advertisement stars

advertise products,

I am more

prioritize to buying

(2.5%)

(3.4%)

(8.4%)

(43.7%)

(28.6%)

(5.0%)

(8.4%)

3.56

After seeing the

ad star

advertising the

product, I was

sure to buy the

product

(0.8%)

(1.7%)

(12.6%)

(39.5%)

(32.8)

(6.7%)

(5.9%)

3.55

After seeing the

star of the product

advertisement, I

have a

consideration of

the benefits of

buying the

product

(5.0%)

(5.9%)

(26.1%)

(34.5%)

(21.0%)

(4.2%)

(3.4%)

4.13

I bought the

product advertised

by the ad star

because the

product brand is

well known

(3.4%)

(4.2%)

(25.2%)

(28.6%)

(26.9%)

(7.6%)

(4.2%)

3.89

I bought this

product because it

has several product

variants

(0.8%)

(2.5%)

(26.9%)

(43.7%)

(17.6%)

(5.9%)

(2.5%)

3.97

I bought the

product advertised

by the ad star

because it is an

International brand

(2.5%)

(4.2%)

(26.1%)

(36.1%)

(19.3%)

(5.0%)

(6.7%)

3.92

Data Analysis Method

Table. 5 the results of the experimental group and the control group are different,

namely in the experimental group R squares of 0.989 and in the control group R

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squares of 0.990. This proves that the check manipulation test meets the

requirements, and can be further analyzed.

Table.5 Two ways ANOVA Test

Tests of Between Subjects Efffects

Experimental Group

Control Group

Sum of Squares

R Square

Sum of Squares

R Square

Source

Corrected Model

55.021

55.015

Intercept

764.950

753.799

Attraciviness

5.568

Credibility

5.528

Skill

8.864

8.854

Attact* Credibility

.000

0.989

.000

0.990

Attact *Skill

.000

Credibility* Skill

.000

Att*Cred*Skill

.000

Error

.010

Total

1050.635

1034.635

Corrected Total

55.031

55.025

Table 6. Validity Test independent variable result

Total Variable

0.826

0.788

0.791

0.669

0.843

0,717

0.000

0.782

0.802

0.805

0.786

0.787

0.652

0.000

0.822

0.782

0.802

0.654

0.878

0.674

0.000

Table 7. Validity Test dependent variable result

Total Variable

0.759

0.836

0.841

0.821

0.834

0.756

0.000

The probability result of 0.000 is less than 0.05, all correlation values for the

total variable X and the total variable Y are positive, as shown in Tables 6 and

Table 7. Based on the validity test results shown in the table above. This is in

keeping with the decision-making premise, which stipulates that if the findings of

the probability 0.05 correlation are positive.

Table 8 Reliability Test result

Case Processing Summary

Cases

Valid

119

100.0

Excluded

The Effect of Star Endorser Attraction, Credibility, and

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Cheng-Wen Lee, Taufiqquddin Ande 1124

Total

119

100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Variable

Cronbach's Alpha

N of Items

.770

.825

The results of the reliability test and the reliability statistics in Table 8, the

reliability coefficient [Cronbach's Alpha] value per variable was 0.770 for [X] and

0.825 for [Y]. The test results are consistent with the reliability test's basic

decision-making, which states that if Cronbach's Alpha value is > 0.70, the

questionnaire will be declared reliable or consistent. The results of the reliability

test can be continued to carry out in the next test, i.e., the classical assumption

test.

The basic decision-making of the reliability test is if the Alpha value of

Cronbach is > 0.70, the questionnaire will be revealed well-founded or consistent,

conversely, if the Alpha value of Cronbach is < 0.70, the questionnaire is

considered inconsistent.

Table.9 Hypothesis Test

Correlation

Attractive Purchasing Choice

0.011

4.891

0.884

Credibility Purchasing Choice

0.085

3.426

Skill Purchasing Choice

0.051

2.416

Sub-variable X1 [Attractive]: The probability calculation result is 0.011

less-than 0.05. t-statistic 4,891 is greater than t-table 1.651 is not rejected by

variable Y (Purchasing Choice).

Sub-variable X2 [Credibility]: The probability calculation is 0.085, less-than

0.05. t-statistic 3.426 is greater than t-table 1.651 is not rejected on the variable Y

(Purchasing Choice)

Sub-variable X3 [Skill]: The result of the probability calculation is 0.051,

which is less than 0.05. T-statistic of 2.416 is greater than 1.651 (H4) is not

rejected in the Y (Purchasing Choice)

CONCLUSION

Based on the results of data analysis and the results of hypothesis testing

on research questions, the conclusions of this study The attractiveness variable

(X1) celebrity endorser has a positive and significant effect on purchasing

decisions (Y). This is evidenced by the results of hypothesis testing which shows

that the relationship has a value of 0.011 and a t-count value of 4.891 which is

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significant at = 0.05 (one way) t-table value of 1.986. Value of t-count > t-table. 
The  credibility  variable  (X2)  celebrity  endorser  has  a  positive  and  significant 
effect on purchasing decisions (Y). This is evidenced by the results of hypothesis 
testing which shows that the relationship has a value of 0.085 and a t-count value 
of 3.426 which is significant at = 0.05 (one way) t table value of 1.986. Value of t-
count  >  t-table.  The  skill  variable  (X3)  celebrity  endorser  has  a  positive  and 
significant effect on purchasing decisions (Y). This is evidenced by the results of 
hypothesis testing which shows that the relationship has a value of 0.051 and the 
t-count value of 2.416 is significant at = 0.05 (one tailed) t-table value 1986. The 
value of t-count > t-table. 
Further  research  is  recommended  to  use  a  larger  number  of  samples 
considering that this study uses a minimal number of samples. in future research, 
it  is  possible  to  add  latent  variables  and  dimensions  to  existing  models  and  to 
models  that  are  undergoing  development.  Periodically  evaluate  the  image  of 
celebrity  endorser  advertisements  so  as  to  get  results  whether  the  celebrity 
endorser  needs  to  be  maintained  or  must  choose  a  new  celebrity  endorser  in 
accordance with the developing trend by monitoring his personal life whether it is 
still in demand by  consumers or not, so that consumers are not bored with the 
character. 
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