The Role of Celebrity Endorser on Purchasing Intention of Halal Cosmetic [Peran Celebrity Endorser Terhadap Minat Beli Kosmetik Berlabel Halal]

Abstract

Purpose of this study is to analyze the influence of attractiveness, credibility, and expertise on buying an interest in buying halal labeled cosmetics. This study used a quantitative approach. The population of this research is consumers who purchase Wardah halal label cosmetics in Semarang City which has been an unknown number then the number of samples is searched by the Isac Michel formula and samples taken 100 respondents. The type of data used is the primary data which sourced from questionnaires that have been filled in by respondents and processed by researchers. The sampling technique used is a non-random type of purposive sampling. Methods of data collection using questionnaires and analysis techniques used are multiple regression. Results show that attractiveness has an effect positive and significant on Buying Interest.  Credibility has an effect positive and significant on Buying Interest. Expertise has an effect positive and significant on Buying Interest. That means, with the increase in the attractiveness of advertising stars, the credibility of advertising stars and advertising star expertise, it will increase the interest in buying Wardah halal label cosmetics, and vice versa.