FACTORS AFFECT CUSTOMER’S PERCEPTIONS TOWARD CELEBRITY ENDORSEMENT ON PERFUME

FACTORS AFFECT CUSTOMER’S PERCEPTIONS TOWARD
CELEBRITY ENDORSEMENT ON PERFUME
Chapter 1

1.0 Introduction
1.1 Perfume
During Egypt time, perfumes were made of various kinds of flower, plants and oil and
used for varies reasons. For example, ingredients like iris roots, almond and lilies oil and
ointment which only use natural ingredients. Other than that, perfumes were used for ritual
ceremonies like selecting the new king and burial preparation. As women like to be beautiful
today, during Egypt time as well, women use fragrance to attract the opposite gender. However,
women use lesser perfume than men and men use it every day during the Egypt time (Lichtheim,
2006). Today, perfume is made of different type ingredients like water, alcohol and other liquid
to put on attires or body (Susan, 2016). Perfume actually shows the personality of person who
wearing it. People usually wear perfume based on place and also mood. For example, when the
person feels excited, they will choose perfume that shows that have exciting feel in it. Perfume
is not only used for scent but it is used for different reasons. One of it will be memories; it is
because when people wear a special or unique scent, other people tend to remember the scent
and recall the memory with them. For example, the thing people experience for the first time like
the first date and wedding dinner (Evans, 2013). Nice scents do not only make people smell
better but it also make people look more beautiful. The person who wear perfume tend to be
more attractive rather people who do not wear it physically. For, example research found that
beauty is not affect by rational but by emotions (Kirkova, 2014).
1.2 Celebrity Endorsement
Celebrity endorsement is used as a one of the option for advertisement and it is a great
strategy to increase the brand equity and market the product. Celebrities are used for different
kind of product because it has big impact on the sales and also impact on attracting customers to
purchase the product. Companies use celebrity that is suitable for the product that they are
selling. For example, Indian customers will purchase product that endorse by their own
celebrities or popular figure from varies field like, cricket and Bollywood celebrities. Celebrities

are used to make the customer more confident and trust the product that the customers going to
buy. When the products are endorsed by celebrity, customer will add more value toward the
product compared to products that are just advertised with normal people. For example, when
Cadbury sales and recognition was not that good in India, the used Amitabh Bachchan to
promote product. After using the celebrity the creditability and the trust return of the public
retuned and the sales increased. Talking about credibility it is important to have suitable celebrity
or public figure that suits the product well (Malik &Guptha, 2014). For example, products like
sportswear are endorsed by famous athletes because it is more suitable rather than using
celebrities. Under Armour is recent example, where they use many professional athletes from
different fields to endorse their product. The result of the endorsement incredible as Under
Armour took Adidas as the Second place with the revenue of $ 11.8 billon (Felino, 2015). Other
examples will be perfumes; they use celebrities that are attractive and beautiful, which suits the
style and fragrance of the perfumes. For example:
Britney Spear

Since Britney Spear joined the perfume line, the sales for the company boost incredibly.
These was a normal perfumes at first but after celebrity endorsed for the product, it become
popular and people start buying it (Gould, 2013).
One Direction


One Direction is one of the popular Idol group that adored by young adults is also target by
perfume companies. It is a strategy to attract younger adults to purchase the perfumes (Gould,
2013).
1.3 Problem recognition
Why does young adult more focus on the celebrity endorse the perfume rather than the
product? Today there is a lot of imported perfume that is endorsed by popular singers and actors
from western. For example:
N°5 CHANEL and HIDDEN

(Rainey, 2012)
Other than that, there are some perfume companies that launch their product by using the


celebrities’ name. For example, in the year 2012, 73 celebrity perfumes has released in the
market, which is huge compared to 10 years ago with only nine celebrity perfume per year.
Companies use them to endorse to attract young adult market to buy their products (Rainey,
2012). On the other hand, do adult between the age of 30 to 45 really know about these celebrity
and effected by the advertisement? There are some adult that don’t really know about the
celebrity that endorse the product and also they do not really want to buy product that is written
name celebrity that they do not know.
There two objective of this research, which are:
1. To find out whether young adult purchase perfume because of the endorsement of

Celebrity only or they care about the quality as well
2. To find out whether customers care about celebrity that endorses the product and just

purchases the perfume after testing the quality.
Chapter 2
2.0 Literature Review
2.1 Social Cognitive Theory
The theory that will be used for this research is social-cognitive theory. Social cognitive theory
basically is ability to understand human social behavior and does research on how human
express their taught in their life (Sheng, Hartmann, Chen & Chen, 2015). Prati(2012) says that
social cognitive is an extension from another theory which is social leaning theory, where social
experience of a person is influenced by the behavior. Other researchers also said that it is theory
to explain why humans adopt other people’s behavior and attitudes. Social cognitive is not only
based on the attitude but information as well. Customer will view the same advertisement over
and over again to understand about the product before getting on other information. Customer

need to find other information because advertisement not enough to evaluate the product. For
example customers will read various magazine first before purchasing the wanted product
( Kahle &
Homer, 1985).


This social cognitive theory may explain on why celebrity endorsement influences purchase of
perfumes. When a person knows about the celebrity endorse a certain product or brand, the
customers will feel connected toward the celebrity. The process of this theory is basically to
evaluate whether customer feel connected toward the endorser. It does depend on demographic
and personality of the endorser. For people who are a fan of celebrities and recognize the
celebrity it is more likely the customer will be attracted. When a person knows about the
celebrity and love the celebrity, he or she is more likely to follow the behaviors of the celebrity
(Lin, 2010).
2.2 Celebrity endorsement
2.2.1 Celebrity attractiveness
Physical beauty is not the only factor considered as attractiveness but other factors like
intelligence and social activity, which make the celebrity more attractive. The reason is because
customers do not evaluate attractiveness based physical only but other traits like intelligent and
charms (Worthen, 2014). Other researcher also agree thatattractiveness is not only about the
physical appearance or beauty but also other attributes like personality and extra skills
( Malik&Sudhakar , 2014).
Attractiveness means customers will love the endorser by having similar connection with
endorser, customer familiar and like the endorsers (Charbonneau & Garland, 2005).Raluca
(2012) also said celebrity attract customer according to three factors which is familiar, like and
feel similar with the celebrity. The success of the advertisement depends on whether customer
familiar, like and feel connected to the spoke person (Malik &Sudhakar , 2014).
Beauty used in advertisement because is a way to attract customer toward the product and
attractiveness change customers’ perception by switching customer’s attention to advertisement.
Customers do not really focus on what the celebrity is delivering; customers are more focus on

the physical appearance (Charbonneau & Garland, 2005). The beauty of the endorser is a factor
why customer might change their perception toward the product. In addition, the message
delivered by the endorser is not the main point but the appearance of the endorser is more
important because customers focus on the appearance first .Marketers use beauty to direct the
customer’s focus toward the advertisement (Racula, 2012). Attractive people tend to have power


to convince customer in purchasing intention and have positive image toward the product, which
endorsed by the celebrity or spoke person (Worthen, 2014). Attractiveness is an important
condition for marketers because attractiveness might have power to change customer’s
perception toward the product (Audi, Al Masri&Ghazzawi, 2015). Generally customer will have
positive perception toward handsome or beautiful spoke person and the spoke person can change
the way customer think toward the brand or product ( Malik &Sudhakar , 2014) .Research have
shown that public will create a positive labeling toward attractive endorsers, so marketers take
this chance and use attractive celebrity on television and print media to attract customers.
However, only attractive endorsers have pulled this method successfully compared to
unattractive endorsers (Worthen, 2014). An attractive figure in the advertisement does attract
customers to see the advertisement and contract a positive thought toward the advertisement. In
addition, the endorser in the advertisement does affect purchasing intention. This advertisement
with the celebrity endorse actually shows does having endorser in the advertisement, make the
advertisement more effective (Ahmed, Farooq&Iqbal, 2014). However, in most of the cases,
attractive customer does not affect customer’s purchasing decision because attractiveness not
only based on one factor, which the physical beauty. Varies factor will be evaluated before
labeling the endorser as attractive person (Ahmed, Farooq&Iqbal, 2014).
Customers more likely to accept information from attractive endorser because customers
only identify sources that customer want and ignore the rest. Gender of the celebrity also plays
an important role in advertisement and the way message delivered is also different. Male and
female have different way of advertising and different feel. For example, in perfume industry
marketers use female celebrity as endorsers in order to target to female market (Lindqvist, 2013).
Female endorsers influence more in changing the attitude compared to male endorsers. Other

than that, research found out that, customers more likely to accept the sources and will have
stronger purchasing intention when the gender of the endorser is same as the customers.
However, some research found that gender of the endorser does not really affect the delivery of
the advertisement and customer do not include endorser when making purchasing decision
( Malik& Sudhakar , 2014) .

2.2.2 Celebrity Credibility


Generally credibility means the person must be an expert on the subject and the opinion of the
person can be trusted and accepted by the customers. To evaluate whether the message is useful
or useless depend on how strong customer believe the endorser or celebrity. The information
from the certain endorser can be factor influence customers to change their opinions of the
product because the endorser or celebrity is creditable (Reluca, 2012). The source delivered can
be effective if the endorser is credible enough and can make the source delivery persuasive
enough to change the customer’s belief toward the brand and product (Worthen, 2014).
Celebrities usually will show positive vibe when the celebrity is delivering message to the
audience and the audience will accepted the message without any force (Reluca, 2012). There
are two parts in credibility, which is trustworthiness and expertise. Expertise means the statement
made by the person is factual and believed by the public. To become an expert, the endorser must
have past experience and developed skills in advertisement industry or as an endorsers. A
research found that when the endorser is expert in term of delivering information and in the field,
easier to persuade customer to purchase the product. The statement is agreed by Raluca (2012) to
consider the endorser is expert, the celebrity must have past experience.
On the other side, trustworthiness means the statement that the communicator going to make
should be truth and the communicator have confident on the fact of the content. The celebrity
must be trusted by the public, so that the delivery of message can be easily accepted by the
public. Credibility is always related with how trustable the communicator is (Audi, Al
Masri&Ghazzawi, 2015). In addition, the factors needed to consider the endorser trustable is are
they honest, reliable and someone who is dependable. The older group of age does not depend on

the celebrity endorsers compared to the youngsters. The reason is because today’s generation
usually follows what the celebrity wears and the celebrity’s style as well. If a certain people
follow what the celebrity do, the celebrity is considered as reference group. In addition, celebrity
is the most trusted reference group. If the celebrity or endorser have good image in the public
eyes and repeatable, the company also get the advantage. (Ahmed, Farooq&Iqbal, 2014).
In addition, companies have potential to gain customer from the public, when the customers
acknowledge the endorsers as trustable information deliver (Malik &Sudhkar, 2014). Other than
that, when the celebrity deliver the message or try to give opinions on the product, the message
should have positive and negative opinion toward the product. The reason is because customer


will feel the celebrity is bias, if the celebrity only talks positive side of the product (Reluca,
2012). The product or the brand must be match together and have strong connection with the
endorser to gain customer’s trust. However, the product endorsed by the celebrity is not used in
real life and customer will not trust them because celebrities do not have knowledge how the
product works (Malik &Sudhkar, 2014). In addition Customer believe when a celebrity endorse a
lot of product, the credibility of the celebrity reduces because the celebrity is not expert and
experience in every product (Reluca, 2012).

The main characteristic needed to persuade

customer to purchase the product is the expertise of the celebrity. Therefore, celebrity credibility
is important when evaluating does the message can be trusted or not ( Malik&Sudhakar , 2014).

2.2.3 Celebrity Meaning Transfer
Public will form a perception toward celebrity from what the public watch in the television and
from celebrity attitude toward the society. The major reason why brands use celebrity is because
the company wants the customer’s perception of the celebrity transferred to the product offered
by the company (Worthen, 2014). Before purchasing a certain product, customers already have
the image of product from the advertisement. The reason is because customers will already have

a certain image on the endorser, so whenever the customers think of the concept of the product,
they will refer back to the celebrity (Malik &Sudhakar, 2014).
Customer will usually associate celebrities with trait, style or personality, so the company hope
by choosing the celebrity as the endorser, customers will transfer the same perception to the
product (Audi, Al Masri&Ghazzawi, 2015). This model is all about what customer consider
when customers have certain image when looking at the endorser and the process of transferring
the image into the product (Charbonneau & Garland, 2005). Celebrity will have a special
characteristic that the public will remember each time the celebrity appears at any media, so
when the celebrity endorse for a company, the special characteristics will be transferred to the
produc t(Worthen, 2014).
There are three parts required in evaluating the meaning transfer and the first part is meaning
transfer from the celebrity to the product. Celebrities have certain meaning in the heart of the
public, so when the celebrity endorse the product, the marketer hope customers will transfer the


exact meaning to the product endorsed by the celebrity. In the second part marketers want
customer to always connect whatever activity he celebrity do to the product. In the last part the
customer are influenced by the celebrity, so the customer will feel connected to the product
(Audi, Al Masri&Ghazzawi, 2015). To evaluate the meaning, there are about three steps, forming
of endorser’s image, the process of transferring meaning from the endorser to the brand and
finally transferring meaning from product to the customer. Customers need to get to know the
celebrity and accept the celebrity, so that the customer do not mind if the celebrity influence in
the customer’s purchasing decision. So customer hope when the customers purchase the product,
the meaning will give some impact on the customer’s life (Worthen, 2014).
There are varies reason why customer perceive a certain meaning toward the celebrity, like
personality, demographic and lifestyle. Celebrities actually have more than one meaning but
every communication is successful as the celebrity deliver message in different way. The role of
celebrity is to give a certain image toward the product, which gives customer more
understanding what the product is all about (Audi, Al Masri&Ghazzawi, 2015). Research have
proven customer actually will be attracted toward an advertisement that endorsed by popular

celebrities. In addition customers are more willing to accept and have happy vibration when the
customer look at popular celebrity compared not so popular customers. The happy emotions will
be transferred to the product and have higher chance customer will purchase the product.
Customer does not process the meaning just by looking at celebrity but also the product that the
celebrity is endorsing (Raluca, 2012).
Marketers will only choose an endorser after conforming with the company what kind of
personality suits the product (Audi, Al Masri&Ghazzawi, 2015). The companies use celebrity as
endorser because marketers believe customer will be attracted to the celebrity’s image. In
addition if there is no any connection between the celebrities, the process of meaning transfer
will not occur and customers will be confused about the brands image (Illicia & Webster, 2014). .
For example, Linda Evans fit to endorse a certain perfume brands, which reflect on the brand
(Ohanian, 1990). Therefore, companies usually choose celebrities which have connection to the
product. Consumer will buy product that have similar characteristics with them or customer
purchase product which have similar characteristic with the celebrity endorsers (Worthen, 2014).


Chapter 3
2.1 Methodology
2.2 Research objective
3. To find out whether young adult purchase perfume because of the endorsement of

Celebrity only or they care about the quality as well


4. To find out whether adults care about celebrity that endorses the product and just

purchases the perfume after testing the quality.
5. To find out which group of customers focus more on customer endorsement rather than

the product itself.

3.1 Problem Identification Research
This research paper will be focused on problem identification research. This research
basically is where the problems have existed or will exist in the future. There many type of
problem identification research, such as market share, market potential, brand or company
image, market characteristics and sales analysis. This research is to identify, does celebrity
endorsement really effect customers perception toward the perfume brands.
3.2 Exploratory Research
This research will further classify under exploratory research. Exploratory research used
when researcher do not have much information and understanding of the problem that the
researcher tackling. The process of this research is very flexible and unstructured. Since it is a
research to understand more about the problem, so the research is ore loosen and do not have
strict procedures. The same that used in this type of research is small and the questionnaire is
non-representative. The result of exploratory research is tentative. That means that the result of
the research will further use for conclusive research or exploratory research (Malhotra, Hall,
Oppenheim & Shaw, 2008).
3.3 Primary and Secondary Data
Two data used for this research, the first data is secondary data. Secondary data is data
collected from other people to use it for other uses in the research. The process to collect the
data is easy and very fast. There many articles or journals that can get on internet in a second.
The cost to do collect the data is very cheap sometimes it is free. For example, secondary data
can download from website for free. The time required to collect the data is short. The second
data used for this research is primary data. Primary data are data that originated by the researcher


for the specific purpose of addressing the problem at hand. The information of the research is
from the researchers experiment or research. It is used to solve the problem that the researchers
are having. Researchers have to be very focus and involve while doing this research. The cost to
collect this data is very high. It is because theresearchers need to use tools to collect the
information or data. The time to collect the primary data is long. It is because the researchers

have to collect data from respondent of the questionnaires, so it takes longer time (Malhotra, et.
al, 2008).
3.4 Quantitative Research
The deeper research used in this research is quantitative research. The main reason to use
the quantitative research is to find out the data and generalized the result based on number from
the sample of a population. This research involves large number of participants and it is
structured and formal research. The data analysis for this quantitative method is statistical. The
conclusion and outcome of this research will be some recommendation a final course of
action(Malhotra, et. al, 2008).
3.5 Survey Method
The method used for this research is survey method. There are many types under survey
method but this research will only focus on two main methods. The first method is personal. The
researchers have to interview or do survey face-to-face interview. There are in-home face-to-face
interview, where the researcher have to interview the respondent at the respondents house.
However today in-home survey have decline because of high cost. Other method under personal
is central location or mall intercept. The researcher target location or places that have a lot of
population that needed for the survey(Malhotra, et. al, 2008).
The second main survey under survey methods is electronic method. This method can be
used to collect primary and secondary data. The first method under electronic is e-mail. The
researcher will send the questionnaire through the e-mail and participants will answer the
questions individually. This method cost lesser money and this survey gives participants some
privacy to answer. The second survey will be Internet. The researchers have more option to give
the consumer questionnaire through, where they can post the survey in social Medias like,
Facebook(Malhotra, et. al, 2008).


3.6 Research Tools
The reason tool is used to design the questionnaire and the questionnaire consist of 3
sections which is Section A, Section B, Section C. Section A is will consist of age, gender,
occupation and icome. Section B will be asked whether respondent aware about the certain topic.

For example, does the respondent now about western music or not. Section C will be asked
whether customer agree or disagree to the statement related to perfume. Likert scale will be used
in section C. The questions will be done pretest before continue with the research.
3.7 Data Collection
Venue

Date

Distribute

Received

Rejected

d
HELP University

15/ 03/ 2016

150

120

20

HELP University

16/03/2016

100

100

36

Taman Selayang Baru

03/04/20

60

60

14

Madrasah Al-Ghazali

04/04/20

90

90

20

Selayang Mutiara

06/04/20

80

80

0

240

240

0

Online

To get large amount of participant, the survey form is collected at area with a lot of people. It
takes the researcher almost 2 to 3 week to collect the data. The actual amount of data collected is
about 700 sheets but about 90 sheets is rejected. Therefore the total questionaires is about 610
sheets.
3.8 Sampling
Researchers do not have time and impossible to get all the participant from the population, so
researcher need to target a certain number of sample from the population. The number of sample
must be to suitable represent the population the population. In addition, the number of the sample
must be achievable with the time and resources. The sampling is divided into 4 categories, which
are

sampling

population,

3.8.1 Sampling Population

size,

frame

and

technique.


Sampling population is basically the sample, which represent the population. The sampling must
be suitable and enough to do research based on the population. After decide the amount of
sample, the researcher will continue with the research. The target population is Klang Valley, so
questionnaire will be distributed to the places that have I population, like Selayang, Damansara
and Klang. The reason why the survey distributed at Damansara area is because HELP
University is located there and offices nearby. The researcher target students and workers at
Damansara area because the possibility that the participant will fill in the questionnaire is high.
The research target housing area like Taman Selayang Baru, Teluk Pulai and Selayang Mutiara to
get respondent from different age group like the age group of 37 to 46. Even though some of
them reject, the researcher successfully pulled quite big number from the age group.
3.8.2 Sampling size
Sampling size means the number of samples that the researcher decides to collect. In this
research about 700 public audiences is targeted.
3.8.3 Sampling frame
Sampling frame means identify the sample population by using information in the research. The
information includes the demographic information, this research conducted based on the age
group, which are 17 to 26 years old, 27 to 36 years old, 37 to 46 years old and lastly 47 to 56
years old. In addition, gender, occupation and income group is also considered when collecting
the data for the research.
3.8.4 Sampling techniques
Before choosing the sampling technique the researcher need to consider whether to use

probability or non-probability. A non-probability technique is se selection based on the
researcher’s judgment and not based on the chance from the population. Researcher can choose
to include any element they want in the sampling. However, in probability, element in the
sampling is chosen based on the chance, which means the sampling element is selected from the
audience of population. In this research, the researcher decides to do non-probability technique
because the researcher can choose each sampling to element can be include. Other reason is
because the researcher can collect as fast as possible. Two sampling method will be used; first
one will be convenient sampling. Convenient sampling means the researcher select a time and


place to distribute to a group of people. For example, the data collected at Madrasah Al-Ghazali
after some seminar about religion. The other sampling method is judgmental sampling, which
means researcher will choose which respondent to answer the questionnaire based on the targeted
group. For example, target a student at HELP University because he or she might fall under age
group of 17 to 26 years old.
3.9 Limitations
The first limitation will be difficulty in distributing the data. The reason is because people are not
interested in filling in the questionnaires because they are busy with other task like doing
assessment and studying for exams. Other than that, some of the questionnaires are rejected
because the participants answer the questions without reading the instruction probably. This will
result in inaccurate data and the hypothesis will be affected. Some of the survey forms need to be
rejected because the participants tick too many neither agree nor disagree and the output will be
affected.

Chapter 4
4.1 Respondent Analysis
Section A: Demographic questions


4.1.1 Gender

The figure 4.1.1 and figure 4.1.2, shows the gender of participants that participated to answer the
questionnaires. Total of 700 questionnaires were distributed but only 610 questionnaires are
accepted and 90 questionnaires are rejected. Frequency Distribution Analysis shows the
percentage of how many male and how many female participated that fill in the questionnaires.
Table 4.1.1 shows 45.4% of the participants are male, with the number of 277 and 54.6% of the
participants are female with the number of 333. The number of female participant is slightly high
compared to male participant because female tend to be more friendly and approachable
compared to male participants.
4.1.2 Age
Figure 4.2.1 and the figure 4.2.2, shows the percentage of different age group, which collected
for the research. The questionnaire are distributed and collected at different area like HELP
University, Taman SelayangBaru, SelayangMutiara, Klang and online. From the figure above,
the age group 17 to 6 contribute the highest number of participants with the percentage of 48%
and the number of participants is 293. The second highest is age group 37 to 46 with the
percentage of 36.2% and the number of participant of 221. Besides that, the age group of 27- 36
with the percentage of 14.4% (88 participants) and age group of 46-56 with the percentage of
1.3% (8 participants). The age group 17 to 26 has the highest number of participant since the data
is collected at three different HELP University campuses for over two weeks, so it is easier to get
participant from age group between 17 to 26. The data from the age group between 37 to 46 is
collected at the area like Taman SelayangBaru and TelukPulai, Klang, because most of the
respondent from this areas are middle age residence.

Table 4.3 shows the relationship between occupation and Income and to make it clear Income
also can be define as allowance for this research. The first relationship will be between student
and income group less than 2000; the figure shows about 280 students get income less than
RM2000. 17 participants from student group get RM 2001to RM 5000, 4 student participants


earns RM 5001 to 8000. However, there is no relationship between student and income group of

RM 8001 and above.
The second part will be the relationship between unemployed participants with the income. 48
participants from unemployed earns less than RM 2000, 18 unemployed participants earn from
RM 2001 to RM 5000, 4 unemployed participants earns about RM 5001 to RM 8000 and finally
about 8 of the participants earn RM 8001 and above. The total number of unemployed
participants under income group is 78.
The last part is relationship between salaried occupation groups with the income groups. Total of
11 participants from salaried group earn less than RM 2000, 25 participants earn RM 2001 to
RM 5000, 83 participants earn RM 50001 to RM 8000 and total of 112 participants earn RM
8001 and above. The total number of salaried participants under income group is 231.
Section B (General Questions)
From the figure 4.4.1 and 4.4.2, 474 out of 610 participants answered yes to the question whether
they listen to western music, with the percentage of 77.7% and 136 out of 610 participants
answered no to the question whether they listen to western music. This question is designed to
see is there any relationship between listening to music and recognize any musician celebrity
endorse products.
According to the figure 4.5,total of 514 participants answered yes to the question whether the
participants watch western movie with the percentage of 84.3%. Total of 96 participants
answered no to the question whether the participants watch western movie or not, with the
percentage of 15.7%. The second question of section b is designed to understand whether
participants recognize western actors, which endorse varies brand and is there any relationship.
4.2 Statisitics Analysis
4.2.1 Relaibility test
Based on figure 4.6 , all the 20 questionnaires, which collected at HELP University and Taman
Selayang Baru is accepted because the Cronbach’sAlpha is more than 0.05 and the Crobach’s
Alpha is 0.758. Generally the Crobach’s Alpha must be more than 0.05 to accept the


questionnaire and if the Crobach’s Alpha is less than 0.05 the researcher need to redo the
questionnaire. The crobach’s Alpha is more than 0.05 for each of the question, which is a good

result. The result shows, all the question in questionnaires is accepted and ready to distribute the
questionnaires to the potential respondents. The result also means the questionnaire is related to
the research topic.
The figure 4.8 shows the KMO is 0.806, which is more than 0.5 so the factor analysis is accepted
and can continue with the research. According to communalities table, all the questions are
accepted and higher than 0.5 except for question number 1, 13, 14, 18, 19, 20 and 24. The reason
is because in the communalities table the four question is low than 0.5.

Under component there are 6 columns in figure 4.10 and the 6 column means there is 6
hypotheses testing that need to analyze. The figure 4.11 further classifies the 17 question into the
6 hypothesis as sub hypothesis. The rotated component matrix shows, which question will falls
under which hypothesis by showing the highest value under chosen component. The highlighted
numbers are the highest number each question.
4.2.3 Chi Square (cross tabs)
Hypothesis 1
H1: Attractiveness of the celebrity influence the purchasing decision
Ho: Attractiveness of the celebrity does not influence the purchasing decision

Ha: I purchase the perfume because I want to be like the celebrity that endorse the
product
Ho: I do not purchase perfume because I want to be like the celebrity endorse the


The Pearson Chi Square shows the significant value is 0.018, which is less than 0.05, so the
hypothesis is accepted. The reason is because if the significant value is more than 0.05 the
hypothesis will be rejected. Therefore, Ho is rejected and Ha is accepted.

Hb: I purchase the perfume because I feel connected with the celebrity that endorses the
product
Ho: I do not purchase the perfume because I feel connected with the celebrity that endorses

the product

The Pearson Chi Square shows the significant value is 0.000, which is less than 0.5, so the
hypothesis is accepted. The reason is because if the significant value is more than 0.5 the
hypothesis will be rejected. Therefore, Ho is rejected and Hb is accepted.

Hc: I purchase the perfume because I am fan of the endorser
Ho: I do not purchase perfume because I am fan of the endorser

The Pearson Chi Square shows the significant value is 0.001, which is less than 0.5, so the
hypothesis is accepted because if the significant value is more than 0.5 the hypothesis will be
rejected. Therefore, Ho is rejected and Hc is accepted.


Hd:I purchase the perfume because celebrity endorser is attractive
Ho: I do not purchase the perfume because celebrity endorser is attractive
(I purchase the perfume because celebrity endorser is attractive

The Pearson Chi Square shows the significant value is 0.001, which is less than 0.5, so the
hypothesis is accepted because if the significant value is more than 0.5 the hypothesis will be
rejected. Therefore, Ho is rejected and Hd is accepted.

He: I purchase the perfume because the endorser is charming
Ho: I do not purchase perfume because the endorser is charming

The Pearson Chi Square shows the significant value is 0.006, which is less than 0.05, so the
hypothesis is accepted because if the significant value is more than 0.5 the hypothesis will be
rejected. Therefore, Ho is rejected and He is accepted.
Discussion Hypothesis 1 :
There are five figures under hypothesis one, which is from figure 4.14 until figure 4.20.

The first hypothesis that will be analyzed is attractiveness of the celebrity influence the
purchasing decision. The H1 is accepted since Ha (figure 4.12) , Hb (figure 4.13), Hc (figure 4.14),
Hd (figure 4.15) and He (figure 4.16) accepted and Ho is rejected.


Attractiveness is evaluated based on familiarity, likeability and similarity, so Raluca’s
(2012) statement is true because the author said customer will have connection with attractive
celebrity and want to be like the celebrities. Attractiveness does have impact on customer’s
purchasing decision because the hypothesis is positive. Ahmed, Farooq and Iqbal (2014) said that
customer do not really take attractiveness of celebrity seriously when customer taking purchasing
decision, but customer do consider advertisement when, they purchase perfume. The reason is
because the result shows favorable toward advertisement.
Customers purchase a certain perfume because the endorser is familiar, which fall under
attractiveness model. Customer become fans of the celebrity because the customers are aware
about the celebrity and customer also have some reason why they like about the celebrities, for
instant like the personality. Customers will accept the celebrity as attractive people when the
customer like and familiar feel connect to the celebrity (Raluca, 2012) and the result shows that
all three component is accepted.
Respondents agree that they are attracted to the endorsers because of the charm and the
beauty. Customers do not evaluate attractiveness only based on the physical beauty but also other
factors like charms and intelligent, this statement supports the result of the hypothesis. Some of
the advertisement is not successful since the marketer only focuses on the physical appearance
and the marketer did not take in count the other factors. Marketers need to be aware what the
customers think about the endorser (Malik & Sudhakar , 2014).
Therefore, since all the sub hypothesis is accepted, H1 is accepted as well.

Hypothesis 2
H2: Perfume’s packaging influence customers purchasing decision
Ho: Perfume’s packaging influence customers purchasing decision

Ha: I purchase perfume based on its packaging
Ho: I will not purchase perfume based on its packaging

The Pearson Chi Square shows the significant value is 0.000, which is less than 0.05, so the
hypothesis is accepted because if the significant value is more than 0.5 the hypothesis will be
rejected. Therefore, Ho is rejected and Ha is accepted.
Hb: Celebrity’s picture on the perfume’s packaging influence my intention to purchase it
Ho: Celebrity’s picture on the perfume’s packaging do not influence my intention to purchase it

The Pearson Chi Square shows the significant value is 0.000, which is less than 0.05, so the
hypothesis is accepted because if the significant value is more than 0.05 the hypothesis will be
rejected. Therefore, Ho is rejected and Hb is accepted.

Hc: Celebrity name on the perfume’s packaging influence my intention to purchase it
Ho: Celebrity name on the perfume’s packaging do not influence my intention to purchase
it


Figure 4.19
Celebrity name on the perfume’s packaging influence my intention to purchase it
The Pearson Chi Square shows the significant value is 0.016, which is less than 0.05, so the
hypothesis is accepted because if the significant value is more than 0.05 the hypothesis will be
rejected. Therefore, Ho is rejected and Hc is accepted.

Hd: My purchasing decision is based on the perfume’s bottle design
Ho: My purchasing decision is not based on the perfume’s bottle design

The Pearson Chi Square shows the significant value is 0.026, which is less than 0.05, so the
hypothesis is accepted because if the significant value is more than 0.05 the hypothesis will be

rejected. Therefore, Ho is rejected and Hb is accepted.
Discussion
There are 4 tables under hypothesis 2 which is figure 4.17, 4.18, 4.19 and 4.20. The H o is
Perfume’s packaging influence customers purchasing decision. Ha (figure 4.17), Hb (figure 4.18),
Hc(figure 4.19) and Hd (figure 4.20) is accepted , so H2 is accepted.

The bottle design and packaging are factors considered by customer when customer is making
purchasing decision. Customers will have own opinion toward the celebrity endorsers and
customers probably will transfer the same opinion on the product, even the packaging, because
perfume products comes in with the packaging as well. A research shows female will have
positive impression toward the celebrity displayed on the screen. However, the female customers
do focus on the product that the celebrity is wearing or holding. So the research shows that
customers still influenced by the design of the product or he product itself. Therefore, packaging
of the product does have impact on the purchasing decision ((Raluca, 2012)..


The celebrity name and picture on the packaging also influence customer to purchase the
product. Since hypothesis two is focusing on meaning transfer model, customers will always
relate endorser with the product that the endorser is doing advertisement with, so even on the
packaging of perfumes it is still consider as advertisement to attract people to purchase the
product. One of the researchers said that customers will be wowed by the advertisement because
of the celebrity endorser, so the same meaning will be transfer to the product; it is the same as
the advertisement on the perfume’s packaging. After transferring the meaning customers will fill
there is connection between the endorser and product, so customers will have one characteristic
that can be related between the endorser and the products. Lastly, the meaning will transfer from
the product to the customers, when customers start wearing the perfume, the customer will feel
connected to the endorsers. Just by looking at the advertisement, the three processes take
place(Audi, Al Masri & Ghazzawi, 2015).
H2 is accepted because all the sub hypothesis is accepted and more than 0.05.
Hypothesis 3

H3: Branded perfumes influences my social life
HO: Branded perfume does not influence my social life

Ha: I use branded perfume to improve my self esteem
Ho: I do not use branded perfume to improve my self esteem

The Pearson Chi Square shows the significant value is 0.390, which is more than 0.05, so the
hypothesis is rejected because if the significant value is more than 0.05 the hypothesis will be
rejected. Therefore, Ha is rejected and Ho is accepted.


Hb: I use branded perfume to match with my social life
Ho: I do not use branded perfume to match with my social life

The Pearson Chi Square shows the significant value is 0.146, which is more than 0.05, so the
hypothesis is rejected because if the significant value is more than 0.05 the hypothesis will be
rejected. Therefore, Hb is rejected and Ho is accepted.
Discussion of hypothesis 3:
There are two tables under hypothesis 3 which is figure 4.23 and 4.24 .The hypothesis H 3 is
Customer’s social life influence the purchasing decision. H a and Hb is rejected because both of the
hypothesis scores less than 0.05.
The result means that the brand do not influence the customer’s social life and self-esteem.
Perfume is just a product used to enhance the smell of the person and the environment. Some of
the research do agree perfume is used to improve the self-esteem and social life, however, the
participants disagree with that statement, wearing perfume does not proof any self-esteem
because other people cannot see the perfume and the customers do not bring perfume to show to
people, so the hypothesis is rejected. Other objects like cars, house and even sunglasses can
reflect on the self-esteem or social life but perfume is very hard to evaluate.

Hypothesis 4

H4: Celebrity’s credibility influence customer’s purchasing decision
Ho: Celebrity’s credibility influence customer’s purchasing decision

Ha: If the celebrity endorser have illegal or personal issues, I will not purchase the perfume