The impact of celebrity endorsement towards consumer in buying behavior

Idris, Nurul Sakinah (2022) The impact of celebrity endorsement towards consumer in buying behavior. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This study examines the impact of celebrity endorsement on consumer buying behaviour. A celebrity's endorsement of a product can also influence a consumer's purchase decision. Using celebrity endorsements as a symbol of status makes consumers feel classy and glamorous and allows them to feel in their element. Additionally, the research shows people are more likely to recall products that are endorsed by celebrities than those without. Since celebrities appeared in those advertisements, people were more likely to remember those products. Celebrity endorsements are now part of the multi-billion dollar industries in the world. Marketers use celebrities to promote their products and brands in advertisements to increase sales and change viewers' perception of their brand, which in turn influences their buying decisions. According to this study, celebrity endorsements influence consumer purchasing behaviour and their perception of the company and its product or brand. A survey based on a questionnaire was used to collect data from 384 respondents, who were residents OF Melaka. This research uses simple random sampling as probability sampling in which samples are selected at random. The data obtained were analysed using Statistics and Social Science Package (SPSS). The results of this study indicate that all relevant constructs have shown a significant relationship between impact of celebrity endorsement and buying behaviour. As a result, this research could benefit the community and government to develop a more marketing tool by use celebrity endorsement media in advertisings to engage with more audience.

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