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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).
FACTORS AFFECT CUSTOMER’S PERCEPTIONS TOWARD CELEBRITY ENDORSEMENT ON PERFUME Chapter 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 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 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, 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 not really want to buy product that is written name celebrity that they not know There two objective of this research, which are: To find out whether young adult purchase perfume because of the endorsement of Celebrity only or they care about the quality as well To find out whether customers care about celebrity that endorses the product and just purchases the perfume after testing the quality Chapter 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 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 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 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 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 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 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 2.1 Methodology 2.2 Research objective To find out whether young adult purchase perfume because of the endorsement of Celebrity only or they care about the quality as well 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 columns in figure 4.10 and the column means there is hypotheses testing that need to analyze The figure 4.11 further classifies the 17 question into the 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 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 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 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 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 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 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 : 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 not really take attractiveness of celebrity seriously when customer taking purchasing decision, but customer 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 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 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 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 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 tables under hypothesis 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 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 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 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 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 which is figure 4.23 and 4.24 The hypothesis H 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 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 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 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 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 Ho: If the celebrity endorser have illegal or personal issues, I will purchase the perfume Figure 4.23 (If the celebrity endorser have illegal or personal issues, I will not purchase the perfume) The Pearson Chi Square shows the significant value is 0.019, which is less than 0.5, 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 Ha is accepted Hb: I will feel embarrassed if the perfume I use is endorsed by celebrity that have negative image Ho: I will not feel embarrassed if the perfume I use is endorsed by celebrity that have negative image The Pearson Chi Square shows the significant value is 0.022, 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 of Hypothesis Hypothesis contains tables from Figure 4.24 and figure 4.25 H is Celebrity’s credibility influence customer’s purchasing decision.H4is accepted since both of the hypothesis is accepted which Ha (figure 4.24), Hb(figure 4.25) Credibility is very important factor which celebrities need The reason is because companies will look for celebrity with high reputation and clean with criminal records In addition, Customers will not purchase the perfume because the celebrity endorser did an immoral activity; it means that credibility does have impact on customers purchasing decision Customer will trust endorser that is trustable and expert in the endorser field according to Reluca (2012) The endorser must have a lot of skills and different way to deliver the message to different group of customers market However, customers will not look at skill when there is issue with the endorsers and it means the perfume brand will be in danger if the company chooses the wrong endorser The reason is because it can affect the company’s image and reputation If the celebrity did an immoral activity, customer will not trust the celebrity anymore during the future activity The power to believe the endorser message or opinion is all customers’ decision Hypothesis H5: Perfume’s quality is more important during purchasing decision making compared to celebrity endorser Ho: Perfume’s quality is not important during purchasing decision compared to celebrity endorser Ha: I will look at the ingredients first before purchasing the perfume Ho: I will not look at the ingredients first before purchasing the perfume The Pearson Chi Square shows the significant value is 0.048, which is less than 0.05, so the hypothesis is not rejected because if the significant value is higher than 0.05 the hypothesis will be rejected Therefore, Ho is rejected and Hais accepted Hb: I will not purchase perfume that contains alcohol I am concern about the celebrity that endorse the perfume Ho:I will purchase perfume that contains alcohol I am concern about the celebrity that endorse the perfume The Pearson Chi Square shows the significant value is 0.037, which is less than 0.05, so the hypothesis is accepted because if the significant value is higher than 0.05 the hypothesis will be rejected Therefore, Ho is rejected and Hb is accepted Hypothesis discussion There are two figures under hypothesis which is figure 4.25 and figure 4.26 The fifth hypothesis is Perfume’s quality is more important during purchasing decision compared to celebrity endorser The H5 is accepted and Ho is rejected because the two sub hypothesis is accepted which Ha ( figure 4.25) and H5 (figure 4.26) The result shows that the customers really care about the ingredient and the whether the perfume contain alcohol or not and as the result shows customers are more focus on quality of the perfume rather than just focusing on the celebrity endorsement The result has connection with the marketers because marketers only find suitable endorser to feature the endorser in the advertisement Moreover advertisements have strong impact on customer since even the content of the perfume is not a big deal for the customers Therefore, customer the hypothesis rejected and Ho is accepted, which means that, customers not really focuses on the ingredients and contentof the perfume Hypothesis H6: The celebrity’s behavior does not influence customer’s purchasing decision Ho: The celebrity’s behavior does influence customer’s purchasing decision Ha: If the celebrity endorser did an immoral activity I will still purchase the perfume because I like the celebrity Ho: If the celebrity endorser did an immoral activity I will not purchase the perfume because I like the celebrity 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 Ha is accepted Hb: I am not concern about the celebrity that endorse the perfume Ho: I am concern about the celebrity that endorse the perfume The Pearson Chi Square shows the significant value is 0.023, 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 There is two figure under hypothesis which is figure 4.27 and 4.28 and the sixth hypothesis is the celebrity’s behavior influence customer’s purchasing decision H a and Hb is accepted since the significant value is less than 0.05 and H6 is accepted Even though credibility is important for some company, sometimes customer does not really care about the endorsers attitude, the result of hypothesis as a proof It is false that customer will have a certain meaning toward the endorsers and will transfer the same perception to the product The reason is because even though the celebrity did something bad, the customers still will purchase the product because customers not really care what the celebrity did wrong in In addition, customers not transfer their perception toward the celebrity to the product or brand compared to what Worthen (2014) said Chapter 5.0 5.1 Conclusions The research is held to find what are the factors affect customer’s perceptions toward celebrity endorsement on perfume There are about three factor found during the research by analyzing the figures and table above, which are celebrity attractiveness, celebrity credibility and celebrity message transfer This research can be help full for marketers that want to hire celebrity as the company’s product endorser and generally give Malaysian understanding on how celebrity can influence the purchasing decision There are two research objectives which are to find out whether young adult purchase perfume because of the endorsement of Celebrity only or they care about the quality as well and to find out whether customers care about celebrity that endorses the product and just purchases the perfume after testing the quality The objective if the research is fulfilled based on the results The research conducted at different are of Klang Valley, which like Selayang, Klang and Damansara to identify whether respondent care about the endorsers that endorse perfumes In the research, most of the participants agree that celebrity endorse does effect purchasing decision toward perfume The participants also agree that the celebrities’ attractiveness influence their mind to consider purchase the particular perfume For example, the picture of celebrity on the perfume’s packaging actually influences them to purchase the product Other, that, today’s young generation follow every move that the celebrity does, like dressing up and make up Furthermore, they choose celebrity as their reference group because most of the celebrity handsome and beautiful, so the younger generation want to be as handsome and pretty as the endorsers compared to older generation It means that younger adult care about the celebrity endorser Customers actually have concern about the quality of the perfume because the fragrance of the perfume is very important for the consumer If the celebrity is attractive but the fragrance of the perfume not pleasant smell, the customers will not consider the perfume at all According to the table above, customer also concern about the content of the perfume, it shows that customers have interest in the ingredients of the alcohol However, most of the hypothesis is based on the celebrity endorsement and This research need to further studied because this research is all about understanding the topic In addition, due to too many neutral, the outcome of the research is not very accurate and this research paper cannot be used for academics ... The reason tool is used to design the questionnaire and the questionnaire consist of sections which is Section A, Section B, Section C Section A is will consist of age, gender, occupation and... the factors affect customer’s perceptions toward celebrity endorsement on perfume There are about three factor found during the research by analyzing the figures and table above, which are celebrity. .. purchase perfume that contains alcohol I am concern about the celebrity that endorse the perfume Ho:I will purchase perfume that contains alcohol I am concern about the celebrity that endorse the perfume