The Effect of Trustworthiness, Attractiveness, Expertise, and Popularity of Celebrity Endorsement

Yolanda Mayang Sari, Rina Suthia Hayu, Muhartini Salim


This study aims to determine the impact of trust, attractiveness, expertise, and popularity (Suhay Salim) celebrity endorsement on the purchasing decisions of Korean skincare brand "Some By Mi" in Indonesia. The research method used in this research is quantitative research. Data was collected through an online questionnaire. This study involved 250 respondents who had bought and tried several skincare products "Some By Mi". Purposive sampling is used as a sampling strategy in this study, which uses a non-probability sampling methodology. Data collected from online questionnaires were analyzed using Multiple Linear Regression using SPSS 21.0 for Windows. The findings reveal that the trustworthiness, attractiveness, expertise, and popularity of celebrity endorsement Suhay Salim significantly and positively influence the public purchasing decision of Korean skincare brand ““Some By Mi”” partially.


Attractiveness, Popularity, Purchase Decision, Trustworthines

Full Text:



Ahmed, N., Farooq, O., & Iqbal, J. (2014). Credibility of celebrity endorsement and buying intentions an evidence from students of Islamabad, Pakistan. International Letters of Social and Humanistic Sciences, 20(January), 1–13.

Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209–234.

Swastha, B., & Handoko, T. H. (2008) Manajemen Pemasaran, Analisa. Perilaku Konsumen. Edisi Pertama. Cetakan Keempat. Jakarta: Penerbit BPFE.

Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology and Marketing, 34(4), 481–495.

Guesh, E. (2019). The effect of celebrity endorsement on consumer buying behavior: the case of fast moving consumer goods (FMCGS) in Addis Ababa. Doctoral dissertation. St. Mary's University.

Erdogan, B. (2010). Celebrity endorsement : A literature review celebrity endorsement : A literature review. Journal of Marketing Management, 772858957, 37–41.

Ghozali, I. (2006). Aplikasi analisis multivariat dengan Program IBM SPSS. Edisi 4. Semarang: Badan Penerbit Universitas Diponegoro

Ghozali, I. (2013). Aplikasi analisis multivariat dengan Program IBM SPSS. Edisi 7. Semarang: Badan Penerbit Universitas Diponegoro.

Gupta, R., Kishor, N., & Verma, D. P. S. (2017). Construction and validation of a five-dimensional celebrity endorsement scale: introducing the pater model. British Journal Of Marketing Studies, 5(4), 15–35.

Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2010). Multivariate Data Analysis. 7th Edition. New York:Prentice Hall International, Inc.

Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7–23.

Mansour, I. H. F., & Diab, D. M. E. (2016). The relationship between celebrities’ credibility and advertising effectiveness: The mediation role of religiosity. Journal of Islamic Marketing, 7(2), 148–166.

Huang, Y. C., Yang, M., & Wang, Y. C. (2014). Effects of green brand on green purchase intention. Marketing Intelligence and Planning, 32(3), 250–268.

Malik, H. M., & Qureshi, M. M. (2016). The impact of celebrity endorsement on consumer buying behavior. Journal of Marketing and Consumer Research, 26, 1–121.

Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and Persuasion; Psychological Studies of Opinion Change. New Haven: Yale University Press.

Jamil, R. A., & Hassan, S. R. ul. (2014). Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study. Journal of Management Info, 1(4), 1–8.

Jin, S. V., & Ryu, E. (2020). “ I ’ ll buy what she’s # wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55(November 2019), 102121.

Kotler, P., & Armstrong, G. (2006). Prinsip-prinsip Pemasaran. Edisi keduabelas. Jilid 1. Northwestern University

Kotler, P., & Armstrong, G. (2014). Principle of Marketing. 15th Edition. New Jersey: Pearson Prentice Hall.

Kotler, P., & Keller, K. L. (2016), Marketing Management. 15th Edition. Pearson Education Limited.

Lombo, V. E. P., & Tielung, M. V. (2014). The impact of celebrity endorsement to youth consumer purchase decision on Adidas apparel product. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 2(3), 1246–1254.

Lord, K. R., & Putrevu, S. (2009). Informational and transformational responses to celebrity endorsements. Journal of Current Issues and Research in Advertising, 31(1), 1–13.

Magnini, V. P., Garcia, C., & Honeycutt, E. D. (2010). Identifying the attributes of an effective restaurant chain endorser. Cornell Hospitality Quarterly, 51(2), 238–250.

Malik, A., & Sudhakar, B. D. (2014). Brand positioning through celebrity endorsement - a review contribution to brand literature. International Review of Management and Marketing, 4(4), 259–275.

Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182–192.

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.

Park, H. J., & Lin, L. M. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services, 52(May 2019), 101934.

Peter, J. P., & Olson, J. C. (2013). Perilaku Konsumen dan Strategi Pemasaran. Jilid 1. Jakarta: Salemba Empat.

Santoso, G. (2005). Metodologi Penelitian Kualitatif dan Kuantitatif. Jakarta: Prestasi Pustaka.

Schiffman, L, & Kanuk, L. L. (2007). Consumer Behaviour. 7th Edition. Jakarta: PT. Indeks

Setiadi, N. J. (2003). Perilaku Konsumen: Konsep dan Implikasi untuk Strategi dan Penelitian Pemasaran. Jakarta: Kencana.

Sheu, J. (2010). A hybrid dynamic forecast model for analyzing celebrity endorsement effects on consumer attitudes. Mathematical and Computer Modelling, 52(9–10), 1554–1569.

Shimp, T. A. (2003). Periklanan promosi & aspek tambahan komunikasi. Pemasaran. Terpadu, Jilid I (Edisi 5), Jakarta: Erlangga.

Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509–1526.

Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882–909.

Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), X–13.

Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement trustworthiness trumps attractiveness and expertise. Journal of Advertising Research, 58(1), 16–32.

Wei, K. K., & Wu, Y. L. (2013). Measuring the impact of celebrity endorsement on consumer behavioural intentions: A study of Malaysian consumers.. International Journal of Sports Marketing and Sponsorship, 14(3), 2–22.

Zipporah, M. M., & Mberia, H. K. (2014). The effects of celebrity endorsement in advertisements. International Journal of Academic Research in Economics and Management Sciences, 3(5), 178–188.



  • There are currently no refbacks.

Indexing by:

width="150" crossref
width=150;SINTA - Science and Technology Index


Index Copernicus International (ICI)


TurnitinMendeley - Library 101 Citation Management Tools - Research guides at  University of Toronto


In Collaboration with:


Jurnal Manajemen dan Kewirausahaan

Management Department Faculty of Economics

University of Merdeka Malang

Terusan Dieng Street 62-64, Sukun, Malang City, East Java, 65146, Indonesia
Phone: 081332569864

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.