Impact of celebrity endorsement on purchase decision-making of students in Centro Escolar University-Manila towards beauty products

Joshua D. Gabucayan 1, *, Chrisse Andrei O. Alayu 1, Sheena Mari A. Alden 1, Hazel Joy D. Amponin 1, Shelley Mae C. Apostol 1, Andrea Marvy P. Banga-an 1, Roann Alyza B. Santos 1, Angeline C. Serna 1, Mary Joy B. Tabor 1 , Chastine Therese S. Villaester 1, 2, Cecilia D. Santiago 1, 2 and Mylene S. Andal 1

1 Bachelor of Science, School of Pharmacy, Centro Escolar University-Manila, 9 Mendiola St, San Miguel, Manila 1008, Metro Manila, Philippines.
2 Graduate School, Centro Escolar University-Manila, 9 Mendiola St, San Miguel, Manila 1008, Metro Manila, Philippines. 
 
Research Article
GSC Biological and Pharmaceutical Sciences, 2022, 20(01), 206–211.
Article DOI: 10.30574/gscbps.2022.20.1.0273
Publication history: 
Received on 01 June 2022; revised on 11 July 2022; accepted on 14 July 2022
 
Abstract: 
This study aims to determine the impact of celebrity endorsement on the purchase decision-making of the consumers represented by the students in Centro Escolar University Manila towards beauty products. This descriptive correlational quantitative study will use Spearman Rank Correlation to quantify the relationship between the dependent and independent variables. The respondents will be selected using the proportionate sampling technique, and the sample size will be computed using Slovin's formula. There will be four sections of the questionnaire containing: (1) socio-demographic profile of the respondents, (2) types of celebrity endorsers, (3) impact of celebrity endorsements on purchase decision making based on their different quality attributes, (4) relationship of identified qualities of celebrity endorsers to respondents purchase decision making. The collection of data was conducted through Google forms to examine the objectives of the study and was analyzed using the statistical tool Spearman Rank Correlation to further analyze the results of the study at 0.05 alpha levels. The research concluded that there was a significant relationship between consumers’ purchase decision-making and attractiveness (r= 0.263), expertise (r=0.291), and credibility (r=0.122) traits of endorsers. The overall results show that attractiveness has a weak positive correlation with the purchase decision-making of the respondents towards beauty products while traits of expertise and credibility have a negligible positive correlation.
 
Keywords: 
Celebrity Endorsement; Beauty Products; Purchase Decision Making; Celebrity Endorser
 
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Copyright information: 
Copyright © 2022 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0

 

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