THE INFLUENCE OF CELEBRITY ENDORSEMENT ON INTEREST TO BUY SCARLETT’S'S SKINCARE PRODUCTS (STUDY ON PNM EMPLOYEES IN MEDAN)
The purpose of this study is to determine how celebrity endorsements affect people's intentions to purchase Scarlett’s skincare products. Using explanatory research, this study demonstrates a causal connection between a legitimate celebrity endorsement (X) and consumer interest in purchasing (Y). PNM Medan employees who had used Scarlett’s skincare products made up the population of this study. Descriptive analysis and multiple linear regression methods for data analysis. The findings demonstrated that PNM employees' interest in purchasing Scarlett’s skincare products was affected by celebrity endorsement. The study's findings can be demonstrated with a significance value of 0.000 <0.10. It is possible to conclude that employees at Medan PNM are more likely to purchase Scarlett’s skincare products if the brand is endorsed by a well-known celebrity. It can be seen from the research results in the form of the r square determination that celebrity endorsements can affect PNM employees' buying interest in Scarlett’s skincare products by 62.4%. This is because there is a factor of consumer trust in celebrities so there is an interest and desire to buy the product/brand that is endorsed.
celebrity endorsements; buying interest; skincare Scarlett’s