Pengaruh Celebrity Endorser terhadap Repurchase Intention Produk Kosmetik pada Generasi Millenial

Abstract

Building repurchase intention is not as easy as imagined, especially for the critical millennial generation. This phenomenon challenges marketers to be more observant and creative in developing marketing communication strategies. Marketers are increasingly conducting brand campaigns in online and offline platforms, one of which is through advertising. The advertising strategy that is often used in moderrn marketing is celebrity endorsers. The information conveyed by celebrity endorsers will affect the relationship between whether or not the millennial generation likes brand evaluation or brand attitude and trust in brand or brand credibility. Cosmetics companies generally allocate a marketing budget of nearly 30% of production costs for celebrity endorsers. The amount of this cost requires cosmetic companies to optimize the selection of celebrity endorsers that are in accordance with brand representations so that it leads to an increase in purchase intention. On the other hand, there are several views stating that celebrity endorsers have an effect on the effectiveness of brand credibility, purchase intention and have a positive effect on brand attitude. However, there are still differences in views that show a negative effect on purchase intention and celebrity endorsers do not have a significant effect on buying intention, so it is necessary to further study the relationship between celebrity endosers. brand and purchase intention This study aims to 1) identify the characteristics of millennial generation consumers of decorative cosmetic products. 2) Analyze the factors that affect the repurchase intention of decorative cosmetic products for millennials. 3) Provides managerial implications for cosmetic companies related to the use of celebrity endorsers of cosmetic products in the millennial generation. This research was conducted with samples spread across Indonesia towards celebrity endorsers. The sampling technique used was purposive with the scope of respondents being millennial women aged 18-36 years who are Indonesian citizens and living in Indonesia, buying cosmetic products with the decorative makeup category by purchasing 200 respondents during the past year. The research approach used is a quantitative approach and the variables of this study were measured using a liker scale. The data analysis method used is the Structural Equation Model (SEM) to test the relationships between variables in a model, both between indicators and constructs, or relationships between constructs. Data were analyzed using descriptive analysis to find out and get a picture of the research being carried out with the support of relevant data