Influence of Endorser Credibility on Consumers’ Attitude Toward Advertising and Soap Brand

DOI

10.2991/aebmr.k.200514.016How to use a DOI?

Keywords

endorser credibility, attractiveness, similarity, trustworthiness, expertise, attitude toward advertising, attitude toward brand

Abstract

Consumers’ easy access to digital media in the era of Industry Revolution 4.0 has contributed towards increased product advertising by companies in the medium. To increase advertising effect, marketers appoint celebrities to endorse advertised product as they are perceived to be credible endorsers that could help to promote products effectively. Credibility as what is needed and in accordance with beauty soap products marketed in Indonesia. So this study investigates the influence endorser credibility has over Indonesian consumers’ attitude toward advertising and attitude toward selected beauty soap brands. Analyses of PLS-SEM results from online survey participated by 405 consumers in Java island found that of the all endorser credibility’s attributes investigated, expertise, trustworthiness, attractiveness, and similarity show significant direct influences on consumers’ attitudes toward advertising. While for consumes’ attitude toward beauty soap brands only two show significant direct influence is endorser attractiveness and trustworthiness, for endorser’s expertise and similarity were found to show no significance on consumers’ attitude toward brand The findings imply that for Indonesian consumers, the endorsers can be important influencers on their attitude toward advertising beauty soap; in particular, the credibility of endorser’s attractiveness and credibility endorser trustworthiness, show significant influence over consumers’ attitudes toward beauty soap brand. The findings also imply the importance for advertisers to continue using endorsers in beauty soap advertisements in Indonesia.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ratih Hasanah Sudradjat
AU  - Nabsiah Abdul Wahid
PY  - 2020
DA  - 2020/05/18
TI  - Influence of Endorser Credibility on Consumers’ Attitude Toward Advertising and Soap Brand
BT  - Proceedings of the First ASEAN Business, Environment, and Technology Symposium (ABEATS 2019)
PB  - Atlantis Press
SP  - 69
EP  - 73
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200514.016
DO  - 10.2991/aebmr.k.200514.016
ID  - Sudradjat2020
ER  -