impact of celebrity endorsement on purchase …

IMPACT OF CELEBRITY ENDORSEMENT ON

PURCHASE INTENTION OF COSMETICS

(A Case Study of Maybelline in West Bekasi)

By:

Agatha Rannu Pati Senda

ID: 014201300206

A Skripsi presented to the

Faculty of Business President University

In partial fulfillment of the requirement for

Bachelor Degree in Economics in Management

December 2016

i

PANEL OF EXAMINERS

APPROVAL SHEET

The Panel of Examiners declares that the skripsi entitled “Impact of Celebrity

Endorsement on Purchase Intention of Cosmetics: A Case Study of Maybelline in

West Bekasi” that was submitted by Agatha Rannu Pati Senda majoring in

Management from the Faculty of Economics was assessed and approved to have passed

to Oral Examinations on December 7, 2016.

Liswandi, S. Pd. MM.

Chair – Panel of Examiners

Siska Purnama Manurung, S.Kom., MM.

Examiner 1

Dr., Dra. Genoveva, M.M

Examiner 2

ii

SKRIPSI ADVISOR

RECOMMENDATION LETTER

This Skripsi entitled “Impact of Celebrity Endorsement on Purchase Intention of

Cosmetics: A Case Study of Maybelline in West Bekasi,” prepared by Agatha Rannu

Pati Senda in partial fulfillment of the requirement for the degree of Bachelor in

Management has been reviewed and found to have satisfied the requirement for a thesis

to fit to be examined. I therefore recommend this thesis for Oral Defense.

Cikarang, December 7, 2016

Acknowledged by, Recommended by,

Dr., Dra. Genoveva, M.M Dr., Dra. Genoveva, M.M

Head of Management Skripsi Advisor

Study Program

iii

DECLARATION OF ORIGINALITY

I declare that this Skripsi, entitled: “Impact of Celebrity Endorsement on Purchase

Intention of Cosmetics (A Case Study of Maybelline in West Bekasi)” is to the best

of my knowledge and belief, an original piece of work that has not been submitted,

either in whole or in part to another university to obtain a degree.



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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.

Keyword: Trustworthiness; Physical Attractiveness; Expertise; Congruence; Purchase

Intention.

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ACKNOWLEDGEMENT

All praises are for Allah almighty that has bestowed upon human being the crown of

creation and has endowed him with knowledge and wisdom, I can complete the skripsi

entitled “Impact of Celebrity Endorsement on Purchase Intention of Cosmetics (A Case

Study of Maybelline in West Bekasi)” very well. both morally or spiritually so in this

occasion the author would like to thank to:

1. Mrs. Geraldine.Advincula. MBA, as my advisor in this research that gave me a

suggestion and recomendation to guide and direct me during the preparation

process of this skripsi.

2. To my beloved parent, Dr. Ir. Semuel Pati Senda, MSc.ES and Ria Haniyati

who have pay attention, pray for me, and giving me moral and facilities support

until I finish my studies at President University.

3. To my brother, Genaldy Jiwari Pati Senda, S.IT for all your kind support during

thesis progress

4. Adhitya Handriawan who always cheer me while I was tired and saturated

during thesis progress.

5. I am immensely obligated to all my bestfriend especially Febby Nikithe, Adhe

Fitira, Mega Rizky, Shabrina Ulfah, Ravina Tara for their support and

inspiration in the completion of my thesis.

6. Last but not least, I would like to give my gratitude to all parties that cannot be

mentioned one by one by the author, who has providing sincere prayers and

support for up to the completion of this thesis.



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TABLE OF CONTENTS

PANEL OF EXAMINERS APPROVAL SHEET ................................................... i

SKRIPSI ADVISOR RECOMMENDATION LETTER ........................................ ii

DECLARATION OF ORIGINALITY .................................................................... iii

ABSTRACT ................................................................................................................ iv

ACKNOWLEDGEMENT .......................................................................................... v

TABLE OF CONTENTS .......................................................................................... vi

CHAPTER I - INTRODUCTION ............................................................................. 2

1.1 Background ..................................................................................................... 2

1.1.1 Problem Identification .................................................................................... 3

1.1.2 Research Questions ......................................................................................... 3

1.1.3 Research Objectives ........................................................................................ 4

1.2 Significance of the Study ................................................................................ 4

1.3 Limitation ........................................................................................................ 4

1.4 Organization of the Skripsi ............................................................................ 5

CHAPTER II - LITERATURE REVIEW ............................................................... 6

2.1 Introduction ..................................................................................................... 6

2.2 Purchase Intention .......................................................................................... 6

2.3 Trustworthiness ............................................................................................... 6

2.4 Physical Attractiveness ................................................................................... 7

2.5 Expertise .......................................................................................................... 7

2.6 Congruence ...................................................................................................... 8

2.7 Celebrity Endorsement ................................................................................... 8

2.8 Research Gap .................................................................................................. 9

CHAPTER III - METHODOLOGY ....................................................................... 10

vii

3.1 Introduction ................................................................................................... 10

3.2 Theoretical Framework ................................................................................ 10

3.3 Hypothesis ...................................................................................................... 11

3.4 Operational definitions of variable .............................................................. 12

3.5 Instrument ..................................................................................................... 13

3.5.1 Primary Data ................................................................................................. 13

3.5.2 Questionnaire ................................................................................................ 14

3.5.3 Data Analysis ................................................................................................. 17

3.6 Sampling ........................................................................................................ 17

3.6.1 Research Framework ................................................................................... 18

3.7 Validity and Reliability ................................................................................. 19

3.7.1. Validity ........................................................................................................... 19

3.7.2 Reliability ....................................................................................................... 19

3.8 Descriptive Testing ........................................................................................ 20

3.8.1 Mean ............................................................................................................... 21

3.8.2 Standard Deviation ....................................................................................... 21

3.9 Classical Assumption Testing ...................................................................... 22

3.9.1 Normality Test ............................................................................................... 22

3.9.2 Multicollinearity Test ................................................................................... 22

3.9.3 Heteroscedasticity Test ................................................................................. 23

3.9.4 Multiple Regression Analysis ....................................................................... 23

3.9.5 Adjusted Coefficient of Determination (R2) ................................................ 24

3.10 Durbin-Watson Test ..................................................................................... 24

3.11 Testing the Hypothesis .................................................................................. 24

3.11.1 F-Test ............................................................................................................. 25

3.11.2 T-Test ............................................................................................................. 25

CHAPTER IV - ANALYSIS and INTERPRETATION ....................................... 27

viii

4.1 Data Analysis ................................................................................................. 27

4.2 Variable Frequency ...................................................................................... 27

4.2.1 Reliability test ................................................................................................ 27

4.2.2 Validity test .................................................................................................... 28

4.3 Demographic Profile ........................................................................................... 30

4.4 Descriptive Analysis ...................................................................................... 35

4.5. Classical Assumption Testing ...................................................................... 36

4.5.1 Normality Test ............................................................................................... 36

4.5.2. Multicollinearity Test ................................................................................... 38

4.5.3 Heteroscedascity Test ................................................................................... 39

4.5.4 Testing the Hypothesis .................................................................................. 40

4.5.5 Coefficient of Correlation (R) and Coeffcient of Determination (R2) ...... 40

4.5.6 F-Test ............................................................................................................. 41

4.5.7 T-Test ............................................................................................................. 42

4.6 Interpretation of Results .............................................................................. 44

4.6.1 Trustworthiness ............................................................................................. 44

4.6.2 Physical Attractiveness ................................................................................. 45

4.6.3 Expertise ........................................................................................................ 45

4.6.4 Congruence .................................................................................................... 45

CHAPTER V - CONCLUSION AND RECOMMENDATION ........................... 47

5.1 Conclusion ..................................................................................................... 47

5.2 Recommendation ........................................................................................... 47

5.2.1 For Maybelline .............................................................................................. 47

5.2.2 For Future Researchers ................................................................................ 48

REFERENCES .......................................................................................................... 49

APPENDIX ................................................................................................................ 55

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CHAPTER I

INTRODUCTION

1.1 Background

The woman is a creature synonymous with beauty; women want to look beautiful in a

variety of circumstances and always wanted to be the center of attention for him.

According to www.brandbeaute.blogspot.co.id (2015), this is the reason women

beautify themselves with various cosmetics. The use of cosmetics is not only for adult

women but for young women as well.

Table 1.1 Sales of Imported Cosmetics in Indonesia

Year Market Increase

(Rp. Million) (%)

2010 8,900 –

2011 8,500 – 4.49

2012 9,760 14.82

2013 11,200 14.75

2014 12,874 14.95

2015 13,943 8.30

Source: BIZTEKA-CCI, (2015)

Based on this data, the sales of cosmetics in Indonesia increased years by years from

2010 to 2015. So, many cosmetics imported interested in selling their products in

Indonesia because the demand for cosmetic products is in rapid growth.

There were many imported cosmetics products in Indonesia such as is Maybelline, one

of L'Oreal products under the same company. The L’Oreal group is cosmetic number

one in the world, present in 130 countries, including Indonesia, with 23 international

brands. According to top Brand Cosmetics Indonesia (2015), conducted a survey in six

major cities in Indonesia such as Jakarta, Bandung, Semarang, Surabaya, Medan and

Makassar involved more than 2400 respondents, were randomized and 1200 samples

were booster, the results of the survey stated that Maybelline comes out as ranked 8th

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of the 10 best cosmetics brand in 2015. This result is based on three parameters such as

the top of mind share, market share and top of it is commitment share. So, from this

results, it can be concluded that the market share of Maybelline is low compared to

other cosmetics brands.

Many cosmetics company used many ways to get attention consumers to buy their

products. One of the ways was endorsed the celebrity. By this way, consumers will be

more interested and curious so that they want to buy the cosmetic product that used by

the celebrity. Thus, in this study, the researcher wants to know celebrity endorsement

method that will increase consumers purchase intention of Maybelline cosmetics in

West Bekasi.

1.1.1 Problem Identification

Based on the background, sales of cosmetics in Indonesia has significant increased

every year and the researcher also found some problems. First, Maybelline was not only

imported cosmetics. It means Maybelline should compete with other imported

cosmetics in Indonesia. Then, Maybelline was at rank 8 (Top Brand Award, 2015). This

rank explained that Maybelline has low mind share, market share and commitment

share in Indonesia. There is also the issue of imported cosmetics in West Bekasi who

do not meet the licensing of BPOM (Kemenperin, 2015).

1.1.2 Research Questions

This study is intended to answer the following research questions:

1. Is there any significant impact of endorser’s trustworthiness toward purchase

intention of Maybelline cosmetics?

2. Is there any significant impact of endorser’s physical attractiveness toward purchase

intention of Maybelline cosmetics?

3. Is there any significant impact of endorser’s expertise toward purchase intention of

Maybelline cosmetics?

4. Is there any significant impact of endorser’s congruence toward purchase intention

of Maybelline cosmetics?

4

5. Is there any significant simultaneous impact of endorser’s trustworthiness, physical

attractiveness, expertise and congruence toward purchase intention of Maybelline

cosmetics?

1.1.3 Research Objectives

The objectives of this research were:

1. To determine the significant impact of endorser’s trustworthiness toward purchase

intention of Maybelline cosmetics.

2. To determine the significant impact of endorser’s physical attractiveness toward

purchase intention of Maybelline cosmetics.

3. To determine the significant impact of endorser’s expertise toward purchase


4. To determine the significant impact of endorser’s congruence toward purchase


5. To determine the significant impact of endorser’s trustworthiness, physical

attractiveness, expertise, congruence toward purchase intention of Maybelline

cosmetics.

1.2 Significance of the Study

This research will be significant to Maybelline Company as this will provide more

valuable information about the impact of celebrity endorsement on their cosmetics.

This study will also be significant to the researcher as she will gain better understanding

about the importance of celebrity endorser’s trustworthiness, physical attractiveness,

expertise and congruence toward purchasing intention of Maybelline cosmetics. Finally

this will be significant to the future researcher who will be studying the same and will

add other variables not mention in this study.

1.3 Limitation

This study was limited to Maybelline cosmetics consumers who live in West Bekasi.

Questionnaires are distributed to 125 people as a sample for this research. This is study

was limited only for the following variables: Trustworthiness, Physical Attractiveness,

Expertise and Congruence toward Purchase Intention.

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1.4 Organization of the Skripsi

The organization of this thesis can be concluded as follows: In introduction, will discuss

the background, problems and objectives of this study. In literature review, each

variables will be review from previous journals (Trustworthiness, Physical Attractive,

Expertise, and Congruence toward Purchase Intention). In this part will define their

definitions, measurement and factors that influences those variables. In methodology

provides the method that will be used in this study which is quantitative approach with

primary data. In Analysis and Interpretation, will discuss the findings of this study and

also to test the hypothesis. Finally, the last part is Conclusion and Recommendation,

about summarize of all the study and come up with the limitation and recommendation

for future research.

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CHAPTER II

LITERATURE REVIEW

2.1 Introduction

In this chapter, the researcher described the different dependent variables and the

independent variables used in this study. The four independent variables described were

Trustworthiness, Physical Attractiveness, Expertise, and Congruency, while

independent variable is Purchase Intention.

2.2 Purchase Intention

Purchase intention is a kind of decision-making that studies the reason to buy a

particular brand by Consumer (Shah et al., 2012). According to (Pui and Priscilla as

stated again by Malik and Qureshi, 2016), purchase Intention is the willingness of a

customer to buy a certain product or a certain service. Also, (Morinez et al., 2010)

define purchase intention as a situation where consumer tends to buy a certain product

in certain condition. (Arsinta, Gusti, Purnami, 2015) conclude that the credibility of

the celebrity endorser has a positive and significant influence on purchase intentions.

The higher the credibility of celebrity will lead to an increase in purchase intention of

consumers on products.

2.3 Trustworthiness

Trustworthiness is the most effective tool and useful way to make customer feel more

confident and believe in the product (Hakimi et al. 2011). Trustworthiness refers to the

legitimacy of the affirmations about the item made by the endorser from the point of

view of the customers (Pujawati, Nor, Noraini, and Wan, 2015). Despite being paid for

their endorsements, celebrities often develop strong and credible public personas that

consumers trust (Hawkins amd Mothersbaugh, 2010). According to (Huyen, 2016),

Trustworthiness is considered as an important factor triggering purchase intention of

those who was higher than 35 years old; while younger people aged less than 25 years

old did not consider this dimension when buying cosmetic products. Also, according to

(Chan, Chun, Mazodier, and Remaud, 2015), they found that Trustworthiness was not

established as a significant determinant of respondent’s intention to purchase since

7

advertising viewers do not have a high level of trustworthiness towards celebrities in

paid commercials.

2.4 Physical Attractiveness

The Physical attractiveness which is passed on through the weight, stature and facial

magnificence of a man is what being judged first by other individuals that identify with

the physical allure of the endorser (Bardia et al., 2011). The concept of physical

attractiveness is based upon society’s evaluation of credibility by virtue that

attractive sources hold greater likability toward favorable attitude change and product

assessments (Joseph as stated again from Qian and Teik, 2015).

According to (Freeman, 2015), the study found that the physical attractiveness of

celebrity has the highest impact on consumers’ purchase intentions. Also, according to

(Chan, Chun, Mazodier, and Remaud, 2015) celebrity’s physical attractiveness is

perceived as the most prominent factor compares to trustworthiness and perceived

expertise.

2.5 Expertise

The more knowledgeable the endorser is about the product, the more effective it is for

the endorser to persuade the consumer to buy the product (Bardia et al., 2011).

Expertise alludes to how much the endorser is seen to have the sufficient learning,

knowledge, or experience to advance the item as appeared on (Waldt, Loggerenberg,

and Wehmeyer, 2009). Mastery was essentially identified with buy and the best

evaluation of the endorser expertise level is the learning about the product as indicated

by (Ohanian, 1991).

According to (Tanjung and Hudrasyah, 2016), The results shows that Celebrity

Expertise and Non-Celebrity Expertise do not have any significant impact towards

Purchase Intention which are contrary with the findings. The other findings, according

to (Wu and Li, 2013), source expertise does not seem affect consumers’ purchase

intention. This contradicts their literature, which states that endorsers’ expertise should

have an impact on behavioral intentions. There are reasons for these discrepancies.

According to the findings of Evans as stated again by (Wu and Li, 2013) celebrities that

8

endorse some product or services, indirectly will give negative in consumers purchase

intention on their perceived images.

2.6 Congruence

Celebrity matchup principle with product is as important as all other attributes pertains

to celebrity for high social acceptability and strengthening the credibility of celebrity

(Kotler, 2013). If the endorser is congruent with the product advertised, it creates a high

level of believability among the consumers (Chan et al., 2013; Thwaites et al., 2012).

The result, according to (Koo, Lee, and Lee, 2013), the interaction effect between

endorser-Product congruence and endorser credibility was significant only on

purchase intention. Additionally, according to (Ahmed, Azmat, and Farooq, 2012), and

if the personality of the product is congruent with that of the product, customers infer

and assume such congruency more positively.

2.7 Celebrity Endorsement

Celebrity endorsement is another wonder in brand offering besides business issues that

impact the lifestyle of customers. Its effect has been amazing and a considerable

number individuals need to change their technique for living and perceive themselves

with skilled workers or huge names that are portrayed in media since they believe they

are right. The huge names have changed the social affair of individuals’ or customer’s

perspective and acknowledgement and effect their use penchants as indicated by

(Zipporah, Mberia, 2014). Celebrity are likely to be effective when they personify a

key product attribute (Kotler and Keller, 2013). Celebrity endorsement has reasonable

impact on customers as per their attitude and purchase intention (Zafar and Rafique,

2015). Also, according to (Kavitha, 2016), the study has been proved from the

discussion that celebrity endorsements are a powerful and useful tool that

magnifies the effect of a campaign but the word of caution to be followed

seriously; celebrities alone do not guarantee success nor does a great advertising

campaign or the best possible product.

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2.8 Research Gap

Most of the research studies conducted in the past found a positive impact of celebrity

endorsements toward purchase intentions. However, the earlier studies have been

conducted in different countries, different products, and different consumer groups,

although some studies found some variables of celebrity endorsements have a negative

impact on purchase intention. Thus, this study seek to find out the impact of celebrity

endorsements- Trustworthiness, Physical Attractiveness, Expertise and Congruency -

toward purchase intention of Maybelline cosmetics in West Bekasi. It would be

interesting to note how the results of Trustworthiness, Physical Attractiveness,

Expertise and Congruency relate to the previous studies done on the topic.

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CHAPTER III

METHODOLOGY

3.1 Introduction

For this chapter, the writer will explain about theoretical framework, hypothesis, and

operational definitions of variable and research instruments methods that is used for

this research. This chapter will also explain which method that is used.

3.2 Theoretical Framework

H1

H2

H3

H4

H5

Figure 3.2: Theoretical Framework

Source: Adapted by Hassan and Jamila (2014)

Purchase

Intention

Trustworthiness

Physical

Attractiveness

Celebrity

Expertise

Celebrity

Congruence

11

3.3 Hypothesis

There are some hypothesis on this research as follow:

HO1: There is no significant impact of Trustworthiness on Purchase Intention

HA1: There is significant impact of Trustworthiness on Purchase Intention

HO2: There is no significant impact of Physical Attractiveness on Purchase Intention

HA2: There is significant impact of Physical Attractiveness on Purchase Intention

HO3: There is no significant impact of Expertise on Purchase Intention

HA3: There is significant impact of Expertise on Purchase Intention

HO4: There is no significant impact of Congruence on Purchase Intention

HA4: There is significant impact of Congruence on Purchase Intention

HO5: There is no significant simultaneous impact of Trustworthiness, Physical

Attractiveness, Expertise and Congruence on Purchase Intention

HA5: There is significant simultaneous impact of Trustworthiness, Physical

Attractiveness, Expertise and Congruence on Purchase Intention

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3.4 Operational definitions of variable

Table 3.4 Operational definitions of variable

No

.

Variable Definition Indicator

1 Trustworthiness

(X1)

Trustworthiness is the

most effective tool and

useful way to make

customer feel more

confident and believe

in the product

(Hakimi et al. 2011).

Reliable

Sincerity

Trustworthiness

Preference

Credibility

2 Physical

Attractiveness

(X2)

Physical attractiveness

which is conveyed

through the weight,

height and facial

beauty of a person is

what being judged first

by other people that

relate to physical

attractiveness of the

endorser

(Bardia et al., 2011).

Physically attractive

Appealing

Good looking

Stylish

Feminine

3 Expertise

(X3)

The more

knowledgeable the

endorser is about the

product, the more

effective it is for the

endorser to persuade

the consumer to buy

the product

(Bardia et al., 2011).

Credible

Knowledgeable

Special

experience

Easy to

understand

Expert

13

4 Congruence

(X4)

If the endorser is

congruent with the

product advertised, it

creates a high level of

believability among

the consumers

(Chan et al., 2013;

Thwaites et al., 2012).

Help to understand

Totally appropriate

Good match

Perceived fit

Value define

5 Purchase

Intention

(X5)

Purchase intention is a

kind of decision-

making that studies the

reason to buy a

particular brand by

Consumer

(Shah et al., 2012).

Intend to buy

Willingness to buy

Likely to purchase

High intention to buy

Purchase

3.5 Instrument

The instrument used in the study is primary data. Primary data means original data that

has been collected specially for the purpose in mind. This data are generally afresh and

collected for the first time so it means the data is new one. The data is useful for current

study as well as for future studies.

3.5.1 Primary Data

Primary data on this research: “The Impact of Celebrity Endorsement on Purchase

Intention of Cosmetics (A Case Study of Maybelline in West Bekasi)” is obtained

directly from the questionnaire that are used for survey. A questionnaire is simply a

‘tool’ for collecting and recording information about a particular issue of interest. This

questionnaires will be distributed to the number of sample.

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3.5.2 Questionnaire

Table 3.5.2 Variables and Questionnaires

Variables Questionnaires Sources

TRUSTWORTHINESS

Q1 The endorser of Maybelline

cosmetics is reliable

(Abirami,

U.,

Krishnan,

J., 2015)

Q2 I believe the endorser of

Maybelline cosmetics is sincere as

she endorse the product

Q3 Endorser of Maybelline cosmetics

trustworthiness improves product

value

Q4 I prefer to buy a product if the

endorser of Maybelline cosmetics

is trustworthy

Q5 I believe endorser of Maybelline

cosmetics bring credibility to

advertising messages

PHYSICAL

ATTRACTIVENESS

Q1 I prefer to watch Maybelline

cosmetics advertisements with

physically attractive (beautiful,

elegant, classy) endorser

(Abirami,

U.,

Krishnan,

J., 2015)

Q2 Feminine endorser of Maybelline

cosmetics are expected to be

physically attractive


cosmetics is good looking


cosmetics is appealing


cosmetics is stylish

15

EXPERTISE


cosmetics is credible enough in

explaining the product

(Abirami,

U.,

Krishnan,

J., 2015) Q2 The endorser of Maybelline

cosmetics is knowledgeable about

the cosmetic she endorsed


cosmetics has special experience

about the cosmetic she endorsed


cosmetics are expert in the

product that they are endorsing


cosmetics give information clearly

and easy to understand by me

CONGRUENCY

Q1 The endorser of Maybelline helps

me to understand more about the

cosmetics

(Abirami,

U.,

Krishnan,

J., 2015)


cosmetics is totally appropriate for

the brand

Q3 Maybelline cosmetics and its

celebrity endorser are the good

match

Q4 The perceived fit between

endorser Maybelline cosmetics

impacts the endorsement

effectiveness

Q5 Endorser of Maybelline cosmetics

value define, and refresh the

cosmetic product image

16

PURCHASE

INTENTION

Q1 I would intend to buy Maybelline

cosmetics products.

(Mikalef,

P.,

Giannakos,

M., Pateli,

A., 2013)

Q2 My willingness to buy Maybelline

cosmetics products is high

Q3 I am likely to purchase any

Maybelline cosmetics product

Q4 I have a high intention to buy

Maybelline cosmetics product.

Q5 I purchase some of Maybelline

cosmetics products which I have

seen through endorser on ads.

17

3.5.3 Data Analysis

The researcher will used some tools that will help to analyze the questionnaire.

1. Microsoft excel 2013: help researcher to input the data and calculate data using the

formulas

2. SPSS: help researcher to analyze the data that is prove conclusion formed as

numerical measurement of data gathered and inputted.

3.6 Sampling

The researcher used Google docs to make questionnaire to consumers of Maybelline in

West Bekasi. Besides, the link of questionnaires will be distributed by social media as

Facebook, LINE, and etc. The sampling method used convenience sampling from non-

probability sampling with using significant 95%. For the sample is unknown population.

The sample size based on this formula:

N = 5 x q

Where: N = number of sample

Q = number of question

From this formula, minimum number of respondent in this study is 125.

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3.6.1 Research Framework

No Yes No

Source: Constructed by Researcher

Problem Identification

Data Collection

Literature Review

Real Questionnaire

Reliability

Pre Questionnaire

Validity

Data Analysis and Interpretation

Conclusion and Recommendation

19

3.7 Validity and Reliability

3.7.1. Validity

According to (Hair et al, 2010), validity is the extent which a scale or set of measures

accurately represents the concept of interest. According to (Cohen et al as stated again

by Adi, 2016), quantitative research possesses a measure of standard error which is

inbuilt and which has to be acknowledged. In quantitative data, validity might be

improved through careful sampling, appropriate statistical treatments of data. Each

question of the questionnaire can be said valid if the result of corrected item-total

correlation is more than value of r table.

Source: Adi (2016)

Where:

df = degree of freedom

n = number of respondent

3.7.2 Reliability

Reliability is synonymous with the consistency of a test, survey, observation, or other

measuring device. It is to check the correlation of statement in the questionnaire. The

researcher uses Cronbach’s Alpha formula to determine the reliability for this study.

The Cronbach’s Alpha formula was used to measure this reliability testing.

Source: Sugiyono (2011)

Where:

k = the number of items

r = average correlation between any two items

α = reliability of the average or sum

df = n - 2

𝛂 =𝒌. 𝒓

𝟏 + (𝒌 − 𝟏)𝒓

20

A rule of thumb for interpreting alpha for dichotomous questions (i.e. questions with

two possible answers) or Likert scale questions is:

Table 3.7.2 Interpretation for Cronbach’s Alpha Value

Source: Tavakol and Dennick (2011)

3.8 Descriptive Testing

Statistical Description Analysis is used to describe the data that has been collected,

without intending to apply to general conclusion or generalized (Sugiyono, 2011). The

analysis is concerned with the description of data such as calculate the average value/

mean and variance of raw data, using a table or graph describes that raw data easier to

read. Its function to provide an overview of the data that has been obtained. The results

of the statistical description analysis grouped into two, which are the summary statistic

that shows the characteristics of respondents and summary that shows mean. Based on

thus information, Statistical Description Analysis will be giving out a description of the

characteristics and assumption of a respondent in buying decision. Characteristics of

respondents will be analyzed using a frequency analysis. To facilitate the researchers

in interpreting the respondents’ answers to the questions submitted, researcher using

“mean” from the respondents answer to see the tendency of the respondents’ assessment

of the statements given in the questionnaire. In giving class interval on new category

aimed to make easy in determine the categories in a mean. All variable in this study

measures with 5 point scale as stated in the table below.

21

3.8.1 Mean

According to (Saylor, 2010), the mean is the sum of the observation divided by the

total number of observations.

Source: Saylor (2010)

Where: ΣXi = the sum of the observations

n = the total number of observations

x bar = mean value

3.8.2 Standard Deviation

According to Adi (2016), the standard deviation is the squared root of the variance.

Indicates how close the data is to the mean. The formula or standard deviation is as

follows:

Source: Adi (2016)

Where:

s = sample standard deviation

= sum of...

= sample mean

n = number of scores in sample.

22

3.9 Classical Assumption Testing

3.9.1 Normality Test

Normality as a basic assumption in regression, where residuals are distributed in a

normal and independent way in the case of measuring the normality of a study,

researcher can check whether the distributions are illustrated through a straight line in

the plot or not . The basic indicator that stated if the data is normally distributed is when

the histogram chart shows the bell-shaped curve and if the P Plot of regression

standardized residual shows the residual distributed in the pattern of diagonal line.

According to (Ghozali as stated again by Adi, 2016) stated that normality test can be

detected through scatter plot performance on the diagonal line in the graph or by

analyze the histogram. Based on:

1. If the data are scattered around diagonal line and come after the line or the histogram

graph perform a normal distributions form, meaning the normality assumptions is

acceptable.

2. If the data are not scattered around diagonal line and or not come after the line or

the histogram graph does not perform a normal distribution form, meaning that the

normality assumptions is not acceptable.

3.9.2 Multicollinearity Test

Multicollinearity inflates the variances of the parameter estimates and hence this may

lead to lack of statistical significance of individual predictor variables even though the

overall model may be significant. Multicollinearity can be occurred when the

coefficient of correlation between independent variables are high or greater than 0.95,

tolerance values are more than 0.1 and VIF value is less than 10 (Santoso as stated again

by Adi, 2016).

23

Source: Adi (2016)

Where:

R2i = coefficient of determination

VIP > 10 means considered unsatisfactory, indicating that the independent variable

should be removed from the analysis.

VIP < 10 means there is no multicollinearity problem around

3.9.3 Heteroscedasticity Test

Heterocedatisity test is to see whether there is inequality of variance of the residuals of

the observation to other observations. Regression models that meet the requirements

are where there is equality of variance of the residual one observation to another

observation fixed.

If Heteroscedasticity exist in the regression model, the variance and standard error will

tend to increase as the t value will not get lower than the actual t-value. The

consequences are the T-test and F-test will be inaccurate and fail to reject the null

hypotheses (David as stated again by Adi, 2016). A simple test for heteroscedasticity is

to plot the standardized residuals (on vertical axis) against the dependent variable

(horizontal axis). If no heteroscedasticity occurs, the plot will appear to spread

randomly. If a systematic pattern (wave, straight, narrow, widen) appears in the scatter

plot then heteroscedasticity exists (David, 2012).

3.9.4 Multiple Regression Analysis

Multiple linear regression is the most common form of linear regression analysis. As

a predictive analysis, the multiple linear regression is used to explain the relationship

between one continuous dependent variable from two or more independent

variables. The independent variables can be continuous or categorical.

24

Source: Khan (2012)

3.9.5 Adjusted Coefficient of Determination (R2)

This test is used to determine how far the independent variables could describe the

dependent variable. If the result of R2 is minus, it means that the ability of independent

variables to describe the dependent variable are limited. If the value of R2 goes near one,

it means that the independent variables give almost all information that needed to

predict the dependent variable (Ghozali as stated again from Adi, (2016).

3.10 Durbin-Watson Test

A test that the residuals from a linear regression or multiple regression are independent.

The test statistic is:

Sources: Adi (2016)

3.11 Testing the Hypothesis

A statistical hypothesis is an assumption about a population parameter. This assumption

may or may not be true. Hypothesis testing refers to the formal procedures used by

statisticians to accept or reject statistical hypotheses. The null hypothesis, denoted by

H0, is usually the hypothesis that sample observations result purely from chance. The

alternative hypothesis, denoted by H1 or Ha, is the hypothesis that sample observations

are impacted by some non-random cause.

25

3.11.1 F-Test

F-Test is used to determine the impact of all independent variables together towards the

dependent variable. (Sekaran and Bougie, 2013) stated that F-test can be simplified as

the measurement to the test the simultaneous relationship between the factor and

variable in multiple regression analysis. The value of F-counted will determine whether

the hypothesis is accepted or rejected. The researcher used level of significant α = 5%.

If the significant value is greater than significant level, then all independent variables

has no significant impact to dependent variable. Otherwise, if the significant value is

less than significant level, then all independent variables has significant impact to

dependent variable. Based on problem identified and theoretical framework, the

hypothesis of this research will be stated as follow:

(H05: β1 = β2 = β3 = β4 = 0): Trustworthiness, Physical Attractiveness, expertise and

Congruence simultaneously has no significant impact to Purchase Intention of

Maybelline cosmetics

(HA5: β1 = β2 = β3 = β4 ≠ 0): Trustworthiness, Physical Attractiveness, expertise and

Congruence simultaneously has significant impact to Purchase Intention of Maybelline

cosmetics

3.11.2 T-Test

T-test is used to measure the impact of independent variable toward dependent variable.

Simply, T-test will determine and explain the impact of each independent variable

individually explains dependent variable. Hypothesis is a temporary statement of

problem being examined in the study, and to analyze and determine whether the

hypothesis is proven to be accepted or rejected, it will need T-test analysis. The value

of T-counted will determine whether the hypothesis is accepted or rejected. The

significant level being used for the T-Test is 0.05 (5 %). So, if the significant value is

less than 0.05, it means the independent variable will has significant impact to

dependent variable. And if significant value is more than 0.05, it means the independent

variable has no significant impact to dependent variable. Based on the problem

identified and theoretical framework, the hypothesis of this study will be stated as

follows:

26

(HO1:β1=0): Trustworthiness has no significant impact toward Purchase Intention of


(HO1:β1≠0): Trustworthiness has significant impact toward Purchase Intention of


(HO1:β1=0): Physical Attractiveness has no significant impact toward Purchase

Intention of Maybelline cosmetics

(HA2:β2 ≠0): Physical Attractiveness has significant impact toward Purchase Intention

of Maybelline

(HO3:β3=0): Expertise has no significant impact toward Purchase Intention of


(HA3:β3≠0): Expertise has significant impact toward Purchase Intention of Maybelline

(HO4:β4=0): Congruence has no significant impact toward Purchase Intention of


(HA4:β4≠0): Congruence has significant impact toward Purchase Intention of

Maybelline

27

CHAPTER IV

ANALYSIS AND INTERPRETATION

4.1 Data Analysis

This chapter is an extensive report of the result of the study. It discussed all the finding

through statistical analysis. Research presents here full analysis and discussion of the

gathered data which analysis the impact of celebrity endorsement on purchase intention

of cosmetics: A Case Study of Maybelline in West Bekasi.

4.2 Variable Frequency

4.2.1 Reliability test

The researcher used SPSS 16.0 to check reliability test. According to (Cooper and

Schindler, 2006), “if the reliability is less than 0.6, it is not so good, and 0.7 is

acceptable and if the reliability with Alpha Cronbach is 0.8 or above, it is good”, “if the

reliability is more than 0.9, it is excellent’’. The result of reliability test of each variable

in this study can be seen as follow:

Table 4.2.1: Reliability Test

Source: Data Processing Result of SPSS 16.0

Variables Cronbach’s

Alpha

Remarks

Trustworthiness (XI) 0.887 Good

Physical

Attractiveness (X2)

0.892 Good

Expertise (X3) 0.829 Good

Congruence (X4) 0.773 Acceptable

Purchase Intention

(Y)

0.806 Good

28

4.2.2 Validity test

In this study, researcher use the Pearson’s Product Moment Coefficient Correlation to

study item of questionnaire validity, the formula used in this research will check the

validity of questionnaire. The validity variables come from the comparing r (which is

shown in Appendix) with r table (r-value of Pearson Product Moment in table 4.2). The

item is valid if the r is higher than rtable. By using significant level, (α) = 5% for two

tailed and n= 30 (researcher use 30 respondents as the sample pre-test), the df will be:

Df = n – 2 = 30 – 2 = 28

So, based on the table on appendix, rtable is 0.361. Consequently, the item should have

r greater than 0.361 to be valid. The result of validity test is summarize in Table 4.2.2.:

29

Table 4.2.2 Validity Test

Variables

Items

Pearson

Correlations

(r)

rtable

Remarks

Trustworthiness

TW1 0.851 0.361 valid

TW2 0.733 0.361 valid

TW3 0.804 0.361 valid

TW4 0.859 0.361 valid

TW5 0.925 0.361 valid

Physical

Attractiveness

PA1 0.881 0.361 valid

PA2 0.884 0.361 valid

PA3 0.867 0.361 valid

PA4 0.915 0.361 valid

PA5 0.623 0.361 valid

Expertise EP1 0.833 0.361 valid

EP2 0.712 0.361 valid

EP3 0.944 0.361 valid

EP4 0.716 0.361 valid

EP5 0.713 0.361 valid

Congruence

CR1 0.785 0.361 valid

CR2 0.828 0.361 valid

CR3 0.701 0.361 valid

CR4 0.671 0.361 valid

CR5 0.681 0.361 valid

Purchase

Intention

PI1 0.569 0.361 valid

PI2 0.839 0.361 valid

PI3 0.895 0.361 valid

PI4 0.863 0.361 valid

PI5 0.613 0.361 valid

Source: Data Processing Result of SPSS 16.0

The entire items are valid. Therefore, the researcher decided to choose all the

questions into the questionnaire for real samples.

30

4.3 Demographic Profile

A. Gender

Figure 4.3.1: Gender

Source: Google forms

Figure 4.3.1 shows the demographic profile of the respondents based on Gender. This

shows that 97% (121 respondents) are female and 3% (4 respondents) are male.

Therefore, majority of the respondents are female consist of 97% of the total

respondents.

3%

97%

GENDER

Male Female

31

B. Age

Figure 4.3.2: Age


Figure 4.3.2 shows the demographic profile of the respondents based on Age, this show

that 93% (116 respondents) were ages 18-25; 5% (7 respondents) were ages 26-33;

1 %(1 respondent) were ages 34-41; and 1% (1 respondent) were ages 51-above.

Therefore, majority of the respondents were ages 18-25 consist of 93% of the total

respondents.

93%

5%1%1%AGE

18-25 26-33 34-41 51-above

32

C. Education

Figure 4.3.3: Education


Figure 4.3.3 presented the demographic profile of the respondent based on Education,

this shows that 73% (92 respondents) were in University; 18% (22 respondents) have

Diploma, 6% (8 respondents) were Senior High School; 2% (2 respondents) have

Master degree; there is 1% (1 respondent) from Others. Therefore, majority of the

respondents were at the University level.

73%

18%

6%

2%1%EDUCATION

Univ Diploma SMA Master Others

33

D. Occupation

Figure 4.3.4: Occupation


This chart shows that 75% (93 respondents) were students, 15% (19 respondents) were

private employees, 4% (5 respondents) were Professional, 3% (4 respondents) were

Entrepreneur, and 3% (4 respondents) from others. Therefore, majority of the

respondents were students that consists of 75%.

75%

15%

4%3%

3%Occupation

Students Private employees Professional Entrepreneur Others

34

E. Income

Figure 4.3.5: Income


Figure 4.3.5 presented the demographic profile of the respondents based on Income,

this shows that 34% (43 respondents) have Rp. 550,000 - Rp. 1,000,000; 23% (29

respondents) have > Rp. 2,000,000; 15% (18 respondents) have Rp. 1,050,000 – Rp.

1,500,000; 14% (18 respondents) have 1,550,000-2,000,000 , and 14% (17 respondents)

have < Rp. 500,000. Therefore, majority of the respondents are having an Income that

ranges from Rp 550,000 – Rp. 1,000,000 and they consists of 34%.

14%

34%

15%

14%

23%

Income

< 500,000 550,000-1,000,000 1,050,000-1,500,000

1,550,000-2,000,000 > 2,000,000

35

4.4 Descriptive Analysis

Table 4.4.1: Descriptive Analysis

TWT PAT EPT CRT PIT

N Valid 125 125 125 125 125

Missing 0 0 0 0 0

Mean 4.045 4.005 4.042 4.006 3.834

Sources: Data Processing Result of SPSS 16.0

Table above shows the respondents’ responses to five statements about the purchase

intention for Maybelline cosmetic toward Trustworthiness (X1), Physical

Attractiveness (X2), Expertise (X3), Congruence (X4) and Purchase Intention (Y).

Therefore, the most dominant variable in term of significance is Trustworthiness with

mean value of 4.045.

All variable in this study measure with 5 point scales as stated in the table below which

was developed by (Tuan Anh, 2016);

Table 4.4.2: Five Point Scales

Range Categories

1.00 – 1.80 Strongly Disagree

1.81 – 2.60 Disagree

2.61 – 3.40 Neutral

3.41 – 4.20 Agree

4.21 – 5.00 Strongly Agree

Source: Tuan, A. (2016)

Refer to the table 4.4.2 above, the mean value Trustworthiness is 4.045 which is in the

range of 3.41- 4.20 means that the susceptibility to the purchase intention was agreed.

36

4.5. Classical Assumption Testing

4.5.1 Normality Test

The normality test determine how the data is actually distributed. It means that the

data may be distributed normally or abnormally depending on the situation.

Consequently, P-P Plot (graphic) is used for determining whether the data is distributed

normally.

Figure 4.5.1: Normal P-P plot of Regression Standard Residual


Figure 4.5.1 represents Normal P-P Plot of Regression Standardized Residual includes

a central linear with dots of data distributed around. The plot indicates that in multiple

regression analysis, data is supposed to scatter evenly on the line. In addition,

the actual data plot (represented by the dots) is spreading approximately

surrounding the diagonal direction of the line telling the distribution is normal.

Moreover, The P-P above also shows that the data points are not seriously deviated.

37

Figure 4.5.2: Normal P-P plot of Regression Standard Residual


Figure 4.5.2 shows that the curve formed a proper bell shape at the center, either skewed

to the left or to the right. It means that the data have variance of value make it normally

distributed which can be used to approximate various discrete probability distributions

and eligible to conduct study.

38

4.5.2. Multicollinearity Test

Multicollinearity test is conducted to know the variable have a perfect linear correlation.

A good regression model should not have any correlation between independent

variables.

Table 4.5.2: Multicollinearity Test


From Table 4.5.2 above, all the independent variables show that all the Variance

Inflation Factor (VIF) values are greater than 0.1 but less than 10 according to (Lind

Marchal and Wathen, 2010). Hence, researcher can conclude that the data is not facing

Multicollinearity. If the data is not facing, researcher can use the Multiple Regression

Model to analyze.

Model

Collinearity Statistics

Tolerance VIF

1 (Constant)

TWT .312 3.202

PAT .363 2.752

EPT .261 3.835

CRT .232 4.309

39

4.5.3 Heteroscedascity Test

Heterocedasticity can be done by looking at the output of SPSS. This regression model

has a heterocedasticity if there is specific pattern like dot (points) which is forming an

irregular pattern. However, a good regression model is the one that has no

heteroscedasticity issue. Heterocedasticity can be tested by seeing the plots pattern in

scatter plot, if the plots spread with unwell-ordered pattern above and below 0 (zero)

on Y axis, then it means there is no heteroscedasticity.

Figure 4.5.3: Heteroscedascity Test


From the Figure 4.5.3 above, the pattern of the plot is spread randomly without any

systematic pattern between the variables; there is no heteroscedascity. Hence, null

hypothesis that started with there is no heteroscedascity is accepted, it means that the

T-Test and F-Test are accurate and valid.

40

4.5.4 Testing the Hypothesis

This study uses multiple linear regression analysis because the model has two variables.

The hypothesis testing is conducted through F-Test and T-Test. The effect of

independent variable individually toward dependent variable will be used the partial T-

Test. F-Test will be used to test the impact of all independent variables to dependent

variable simultaneously. Each independent variable is significant if value is less than

0.05.

4.5.5 Coefficient of Correlation (R) and Coefficient of Determination

(R2)

Table 4.5.5: Coefficient of Correlation (R) and Coefficient of Determination (R2)

Model Summaryb

Model R R Square Adjusted R Square

Std. Error of the

Estimate Durbin-Watson

1 .635a .404 .384 .6008 1.889

a. Predictors: (Constant), CRT, PAT, TWT, EPT

b. Dependent Variable: PIT


From the Table above, it shows that the adjusted R2 is 0.384 or 38.4%. This mean, there

is 38.4% independent variables (Trustworthiness, Physical Attractiveness, Expertise,

and Congruence) that affect the dependent variable (Purchase Intention). On the other

hand, 38.4% of purchase intention as dependent variable is explained by the

independent variables including Trustworthiness, Physical Attractiveness, Expertise,

and Congruence whereas the other 61.6% is explained by other factors that are excluded

from the model.

41

4.5.6 F-Test

Table 4.5.6.: Anova F-Test

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 29.310 4 7.327 20.303 .000a

Residual 43.309 120 .361

Total 72.619 124




Null hypothesis H5: β = 0. This mean that there is no significant impact of

Trustworthiness, Physical Attractiveness, Expertise, and Congruence toward Purchase

Intention. Alternative hypothesis HA5: At least there is one βi ≠ 0. Meaning, there is

significant impact of at least one independent variable toward Purchase Intention.

From the ANOVA table 4.5.6 it was shown that F calculated around 20.303 with its

level significant is 0.000, compare with 0.05 of p-value, the number of probability is

0.000 < 0.05 so H05 is rejected and HA5 is accepted. Its means that Trustworthiness,

Physical Attractiveness, Expertise, and Congruence have simultaneously significant

impact toward Purchase Intention.

42

4.5.7 T-Test

Table 4.5.7: T-Test


Based on table 4.5.7, obtained the model multiple linear regression Unstandardized

Coefficients as follows:

Y = 0.845 + 0.429 X1 – 0.285 X2 + 0.578 X4

Where:

Y = Purchase Intention

X1 = Trustworthiness

X2 = Physical Attractiveness

X4 = Congruence

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) .845 .377 2.240 .027

TWT .429 .133 .407 3.225 .002

PAT -.285 .129 -.258 -2.204 .029

EPT .019 .166 .016 .115 .909

CRT .578 .185 .459 3.133 .002

a. Dependent Variable: PIT

43

From the above equation, it can be seen that the coefficient from the regression is

positive. And it can be interpreted that:

1) Independent variable Trustworthiness (X1) can impact the dependent variable with

0.429 regression coefficient. It means, each increase of 1 unit of Trustworthiness

(X1), while the other variables are constant, it will cause an increase in purchase

intention (Y) equal to 0.429.

2) Independent variable Physical Attractiveness (X2) can impact the dependent

variable with -0.258 regression coefficient. It means, each decrease of 1 unit of

Physical Attractiveness (X2), while the other variables are constant, it will cause an

increase in purchase intention (Y) equal to 0.258

3) Independent variable Expertise (X3), based on the t-test results obtained the t

calculated equal to 0.115 and 0.909 significance value, greater than 5%. It can be

concluded that Expertise has no impact on Purchase Intention.

4) Independent variable Congruence (X4) can impact the dependent variable with

0.459 regression coefficient. It means, each increase of 1 unit of Congruence (X4),

while the other variables are constant, it will cause an increase in the purchase

intention (Y) equal to 0.459.

A. Trustworthiness

The first independent variable Trustworthiness (X1) has significant (sig) value of 0.002

which is less than p-value (0.05). It means the hypothesis H01 is rejected and hypothesis

HA1 is accepted. This mean that trustworthiness has significant impact toward purchase

intention.

B. Physical Attractiveness

The second independent variable Physical Attractiveness (X2) has significant (sig)

value of 0.029 which is less than p-value (0.05). It means the hypothesis H02 is rejected

and hypothesis HA2 is accepted. This mean that physical attractiveness has significant

impact toward purchase intention.

44

C. Expertise

The third independent variable Expertise (X3) has significant (sig) value of 0.909 which

is less than p-value (0.05). It means the hypothesis H03 is accepted and hypothesis HA3

is rejected. This mean that expertise has no significant impact toward purchase intention.

D. Congruence

The fourth independent variable Congruence (X4) has significant (sig) value of 0.0

which is less than p-value (0.05). It means the hypothesis H04 is rejected and hypothesis

HA4 is accepted. This mean that congruence has significant impact toward purchase

intention.

4.6 Interpretation of Results

From the Table 4.5.5. it was shown that the adjusted R2 is 0.384 as 38.4%. This mean,

that there is 38.4% impact to the independent variables (Trustworthiness, Physical

Attractiveness, Expertise, and Congruence) that affect the dependent variable (Purchase

Intention). Thus, 38.4 % of purchase intention as dependent variable is explained by

the independent variables including Trustworthiness, Physical Attractiveness,

Expertise, and Congruence whereas the other 61.6% is explained by other factors that

are excluded from the model.

Based on the Anova result on Table 4.5.6 it shown that F calculated around 20.303 with

its level of significant is 0.000. Compare with 0.05 of p-value, the number of probability

is 0.000 < 0.05. So, it is means that Trustworthiness, Physical Attractiveness, Expertise,

and Congruence simultaneously have impact toward Purchase Intention.

4.6.1 Trustworthiness

The probability value of trustworthiness is 0.002 which is less than p-value 0.05. This

means that trustworthiness has significant impact on celebrity endorsement on purchase

intention.

This result is not similar with previous study conducted by Chan, Mazodier, and

Remaud, (2015) about Trustworthiness, as the result of showed that Trustworthiness

45

did not have establish as a significant determinant of respondent’s intention to purchase.

While this study had significant impact on the same.

4.6.2 Physical Attractiveness

The probability value of physical attractiveness is 0.029 which is less than p-value 0.05.

This means that physical attractiveness has significant impact on celebrity endorsement

on purchase intention. This indicated that physical attractiveness has an impact toward

purchase intention.

This result is also similar with previous journal from Freeman (2015) about the physical

attractiveness of celebrity endorsement since the study showed that physical

attractiveness has the highest impact on consumers’ purchase intention, where in, this

study physical attractiveness has significant impact on purchase intention.

4.6.3 Expertise

The probability value of expertise is 0.909 which is higher than p-value 0.05. This

means that expertise has no significant impact on celebrity endorsement on purchase

intention.

This result is similar to the study conducted by Tanjung and Hudrasyah (2016) on the

same aspect, as the results shows that Celebrity Expertise and Non-Celebrity Expertise

do not have any significant impact towards Purchase Intention. Other studies conducted

by Wu and Li, (2013) that source expertise did not affect consumers’ purchase intention.

In this study, the variable expertise also has no significant impact toward purchase

intention.

4.6.4 Congruence

The probability value of price quality is 0.002 which is less than p-value 0.05. This

mean that congruence has significant impact on celebrity endorsement on purchase

intention.

46

This result is also similar with previous journal by Na and Yi stated again by Koo, Lee

and Lee (2013), about the interaction effect between endorser-Product congruence

and endorser credibility were significant toward purchase intention. In this study,

the findings shows that congruence and credibility are the factors that positively

impact toward purchase intention.

47

CHAPTER V

CONCLUSION AND RECOMMENDATION

5.1 Conclusion

The purpose of this study is to identify whether there is impact between four

independent variables (Trustworthiness, Physical Attractiveness, Expertise and

Congruence) toward one dependent variable (Purchase Intention). Based on the results

of the study, it was revealed that:

1. Trustworthiness has significant impact toward Purchase Intention of Maybelline

cosmetics.

2. Physical Attractiveness has significant impact toward Purchase Intention.

3. Expertise does not have significant impact toward Purchase Intention.

4. Congruence has significant impact toward Purchase Intention.

5. There is simultaneous significant impact of Trustworthiness, Physical Attractiveness,

Expertise and Congruence toward Purchase Intention.

5.2 Recommendation

After conducting the study, the researcher has several recommendations that can be

used as consideration regarding the impact of Trustworthiness, Physical Attractive,

Expertise, and Congruence toward Purchase Intention (A Case Study of Maybelline

cosmetics in West Bekasi).

5.2.1 For Maybelline

The result of this study found out that trustworthiness, physical attractiveness and

congruence have significant impact toward purchase intention of Maybelline cosmetics

products. It means that Maybelline should keep trustworthiness, physical attractiveness

and congruence toward celebrity who endorse Maybelline cosmetics to get more

attention from consumers with Maybelline cosmetics. Based on the result, expertise has

no significant impact on purchase intention of Maybelline cosmetic. It means

Maybelline should not put expertise as elements to increase consumers purchase

intention of Maybelline cosmetic products.

48

5.2.2 For Future Researchers

1. For future research, it is needed to conduct a further research by including other

variables aside from Trustworthiness, Physical Attractiveness, Expertise and

Congruence toward Purchase Intention, thus, it will grasp more information about

purchase intention

2. Future studies are also recommended to examine the other brands aside from

Maybelline cosmetics, identifying the same variables such as Trustworthiness,

Physical Attractiveness, Expertise and Congruence toward Purchase Intention.

This is to determine whether what variables will have a similar result and can be

useful for some comparison and compliments with this study.

3. For future studies, it is also good to recommend to look for a different and bigger

population to widen its scope and determine the impact of celebrity endorsement

on purchase intention.

49

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55

APPENDIX I

QUESTIONNAIRE

Dear Respondents,

My name is Agatha Rannu Pati Senda, .a last semester student from President University

majoring in Management. This questionnaire is designed for my research about the Impact of

Celebrity Endorsement on Purchase Intention of Cosmetics (A Case Study of Maybelline in

Bekasi). All responses will be used to conduct a study for the partial fulfillment of Bachelor

Degree in Management from President University. The information provided is confidential

and is used for academic purpose only. Therefore I will be grateful for you time and willingness

to fill in the questionnaire truthfully.

N.B: Please put an “√ “ mark to all your answers in the square provided beside to each question.

FILTERED QUESTION

Have you ever used Maybelline cosmetic products?

Yes (Please continue this questionnaire)

No (Please stop answering this questionnaire)

Do you live in Bekasi?

Yes (Please stop answering this questionnaire)

No (Please stop answering this questionnaire)

PERSONAL INFORMATION

1. Gender

Male

Female

2. Age

18-25

26-33

34-41

42-50

51-Above

3. Education Level

Senior High School

Diploma

University

Master Degree

Other…

56

4. Monthly Income

< Rp 500,000

Rp 500,000 – Rp 1,000,000

Rp 1,050,000 – Rp 1,500,000

Rp 1,550,000 – Rp 2,000,000

> Rp 2,000,000

5. What kind of cosmetics that you buy in Maybelline store?

Bronzer

Blush on

Eye shadow

Eye brow

Eye liners

Foundation

Bb cream & Cushion

Face powder

Highlighter

Concealer

Contouring

Lipstik

Lip balm

Mascara

Primer

Remover

QUESTIONNAIRE SURVEY

For the following questions below, please circle the best represent your answer with 5 levels:

SD = Strongly Disagree; D= Disagree; N= Neutral; A= Agree; SA= Strongly Agree

TRUSTWORTHINESS SD D N A SA

The endorser of Maybelline cosmetics is

reliable

I believe the endorser of Maybelline

cosmetics is sincere as she endorse the

product

Endorser of Maybelline cosmetics

trustworthiness improves product value

I prefer to buy a product if the endorser of

Maybelline cosmetics is trustworthy

I believe endorser of Maybelline cosmetics

bring credibility to advertising messages

PHYSICAL ATTRACTIVENESS SD D N A SA

I prefer to watch Maybelline cosmetics

advertisements with physically attractive

(beautiful, elegant, classy) endorser

57

Feminine endorser of Maybelline

cosmetics are expected to be physically

attractive


good looking


appealing


stylish

EXPERTISE SD D N A SA


credible enough in explaining the product


knowledgeable about the cosmetic she

endorsed

The endorser of Maybelline cosmetics has

special experience about the cosmetic she

endorsed

The endorser of Maybelline cosmetics are

expert in the product that they are

endorsing

The endorser of Maybelline cosmetics

give information clearly and easy to

understand by me

CONGRUENCY SD D N A SA

The endorser of Maybelline helps me to

understand more about the cosmetics

58


totally appropriate for the brand

Maybelline cosmetics and its celebrity

endorser are the good matches

The perceived fit between endorser

Maybelline cosmetics influences the

endorsement effectiveness

Endorser of Maybelline cosmetics value

define, and refresh the cosmetic product

image

PURCHASE INTENTION SD D N A SA

I would intend to buy Maybelline

cosmetics products.

My willingness to buy Maybelline

cosmetics products is high

I am likely to purchase any Maybelline

cosmetics product

I have a high intention to buy Maybelline

cosmetics product.

I purchase some of Maybelline cosmetics

products which I have seen through

endorser on ads.

59

APPENDIX II

DEMOGRAPHIC PROFILE

1. Gender

2. Education

3. Age

3%

97%

GENDER

Male Female

93%

5%1%1%AGE

18-25 26-33 34-41 51-above

73%

18%

6%

2%1%EDUCATION

Univ Diploma SMA Master Others

60

4. Occupation

5. Income

14%

34%

15%

14%

23%

Income

< 500,000 550,000-1,000,000 1,050,000-1,500,000

1,550,000-2,000,000 > 2,000,000

75%

15%

4%3%

3%Occupation

Students Private employees Professional Entrepreneur Others

61

APPENDIX III

RELIABILITY AND VALIDITY

Reliability Test

Variables Cronbach

’s Alpha

Remarks

Trustworthiness (XI) 0.887 Good

Physical

Attractiveness (X2)

0.892 Good

Expertise (X3) 0.829 Good

Congruence (X4) 0.773 Acceptable

Purchase Intention

(Y)

0.806 Good

62

Validity Test

Variables

Items

Pearson

Correlations

(r)

rtable

Remarks

Trustworthiness

TW1 0.851 0.361 valid

TW2 0.733 0.361 valid

TW3 0.804 0.361 valid

TW4 0.859 0.361 valid

TW5 0.925 0.361 valid

Physical

Attractiveness

PA1 0.881 0.361 valid

PA2 0.884 0.361 valid

PA3 0.867 0.361 valid

PA4 0.915 0.361 valid

PA5 0.623 0.361 valid

Expertise EP1 0.833 0.361 valid

EP2 0.712 0.361 valid

EP3 0.944 0.361 valid

EP4 0.716 0.361 valid

EP5 0.713 0.361 valid

Congruence

CR1 0.785 0.361 valid

CR2 0.828 0.361 valid

CR3 0.701 0.361 valid

CR4 0.671 0.361 valid

CR5 0.681 0.361 valid

Purchase

Intention

PI1 0.569 0.361 valid

PI2 0.839 0.361 valid

PI3 0.895 0.361 valid

PI4 0.863 0.361 valid

PI5 0.613 0.361 valid

63

APPENDIX IV

DESCRIPTIVE STATISTIC

Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 2.262 4.714 3.834 .4862 125

Residual -3.2093 1.1790 .0000 .5910 125

Std. Predicted Value -3.232 1.812 .000 1.000 125

Std. Residual -5.342 1.963 .000 .984 125


64

APPENDIX V

CLASSICAL ASSUMPTION

65

Model

Collinearity Statistics

Tolerance VIF

1 (Constant)

TWT .312 3.202

PAT .363 2.752

EPT .261 3.835

CRT .232 4.309

66

APPENDIX VI

MULTIPLE REGRESSION ANALYSIS

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) .845 .377 2.240 .027

TWT .429 .133 .407 3.225 .002

PAT -.285 .129 -.258 -2.204 .029

EPT .019 .166 .016 .115 .909

CRT .578 .185 .459 3.133 .002


ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 29.310 4 7.327 20.303 .000a

Residual 43.309 120 .361

Total 72.619 124



67

Model Summaryb

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate Durbin-Watson

1 .635a .404 .384 .6008 1.889



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