Does Advertisement and Celebrity Endorsements Influence the Korean Cosmetic Products Purchase Intention? Empirical Evidence Among Netizen in Kota Samarahan, Sarawak

Pressca Neging, Jati Kasuma, Nur Azizah Aqilah Muhic
Faculty of Business Management, Universiti Teknologi MARA

Aimi Nuraida Ali Hassan
Faculty of Computer Science and Mathematics, Universiti Teknologi

Aisyah Nazamud- din
Academy of Language Studies, Universiti Teknologi MARA


Celebrity endorsement will create profound brand awareness. Sensible and passionate appeals are related to the advertisement. In sensible appeals, the item is accentuated principally on its advantages and passionate appeals meet the consumer’s psychology, enthusiasm, and social prerequisites. Thus, this study would like to examine the relationship of advertisement’s influence and celebrity’s endorsements in purchase intention of Korean cosmetic products. The result reveals that both advertisement and celebrity endorsement has a strong relationship with purchase intention. Ultimately, celebrity endorsement has a strong influence in convincing netizen purchase intention towards Korean cosmetic product.

Keywords: Advertisement, Celebrity endorsement, Korean cosmetic products, Purchase intention