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Oct 13, 2025 by wbrum.org 36 views

The Influence of Celebrity Endorsers, Brand Imagery, and Social Media on the Purchasing Decision of Maybelline Cosmetics at the Faculty of Economics and Business, University of North Sumatra

Introduction

In today's competitive market, cosmetic companies are constantly seeking innovative ways to attract and retain customers. One of the most effective strategies used by these companies is the use of celebrity endorsers, brand imagery, and social media to promote their products. Maybelline, a well-known cosmetic brand, has been using these strategies to introduce their products to the market. However, the effectiveness of these strategies in influencing the purchasing decisions of consumers, particularly among young people, remains a topic of debate. This study aims to analyze the effect of celebrity endorsers, brand imagery, and social media on the purchasing decisions of Maybelline cosmetics among students of the Faculty of Economics and Business, University of North Sumatra.

Research Background

The use of celebrity endorsers, brand imagery, and social media has become a common practice in the cosmetic industry. Celebrity endorsers are individuals who are well-known and respected in their field, and are used to promote products to a wider audience. Brand imagery refers to the visual representation of a brand, including its logo, packaging, and advertising. Social media, on the other hand, refers to online platforms that allow individuals to share information, ideas, and opinions with others. In the context of Maybelline, the use of celebrity endorsers, brand imagery, and social media is aimed at attracting the attention of young consumers, particularly students, and influencing their purchasing decisions.

Methodology

This study used a quantitative approach to collect data from 120 students of the Faculty of Economics and Business, University of North Sumatra who had purchased Maybelline products. The data collection method used was a questionnaire, which was distributed to the students through purposive sampling techniques. The questionnaire consisted of questions related to the use of celebrity endorsers, brand imagery, and social media in influencing the purchasing decisions of Maybelline products. The data analysis used multiple linear regression to determine the relationship between the variables studied.

Results and Discussion

The results of this study showed that simultaneously, celebrity endorsers, brand imagery, and social media had a significant influence on the purchasing decisions of Maybelline products among these female students. In more detail, brand and social media images contributed positively and significantly to purchasing decisions. This means that the better the brand image and the more active promotion through social media, the more likely consumers are likely to make purchases.

However, attractive results also showed that Celebrity Endorsers apparently had no significant influence on purchasing decisions. This can be caused by several factors, such as the lack of connectivity between celebrities who are used as endorsers with target markets, or it could be personal preferences from the students themselves who prefer products based on experience or recommendations from friends and family rather than the influence of a celebrity.

Conclusion

From this study, we can conclude that to improve product purchasing decisions, Maybelline needs to focus efforts to strengthen brand image and the use of social media more effectively. While Celebrity Endorsers remain important, marketing strategies that are more relevant to the needs and preferences of consumers must be considered to be more targeted. For other cosmetic companies, these results provide valuable insights on the factors that influence purchasing decisions among students, which can certainly be applied in their future marketing strategies.

Implications of the Study

The findings of this study have several implications for Maybelline and other cosmetic companies. Firstly, the study highlights the importance of brand image and social media in influencing purchasing decisions. This suggests that companies should focus on creating a strong brand image and using social media more effectively to promote their products. Secondly, the study suggests that celebrity endorsers may not be as effective in influencing purchasing decisions as previously thought. This suggests that companies should consider alternative marketing strategies that are more relevant to the needs and preferences of consumers.

Limitations of the Study

This study has several limitations that should be noted. Firstly, the study was conducted among a specific group of students, and the findings may not be generalizable to other populations. Secondly, the study used a quantitative approach, which may not capture the nuances of consumer behavior. Finally, the study was limited to a specific time period, and the findings may not be applicable to other time periods.

Future Research Directions

This study provides several avenues for future research. Firstly, the study highlights the need for further research on the role of celebrity endorsers in influencing purchasing decisions. Secondly, the study suggests that further research is needed on the impact of social media on consumer behavior. Finally, the study highlights the need for further research on the factors that influence purchasing decisions among students.

Recommendations for Maybelline

Based on the findings of this study, Maybelline should consider the following recommendations:

Strengthen brand image: Maybelline should focus on creating a strong brand image that resonates with young consumers.
Use social media more effectively: Maybelline should use social media more effectively to promote their products and engage with consumers.
Consider alternative marketing strategies: Maybelline should consider alternative marketing strategies that are more relevant to the needs and preferences of consumers.

Conclusion

In conclusion, this study provides valuable insights on the factors that influence purchasing decisions among students. The study highlights the importance of brand image and social media in influencing purchasing decisions, and suggests that celebrity endorsers may not be as effective as previously thought. The study provides several recommendations for Maybelline and other cosmetic companies, and highlights the need for further research on the role of celebrity endorsers, social media, and other factors that influence purchasing decisions.
Frequently Asked Questions (FAQs) about the Influence of Celebrity Endorsers, Brand Imagery, and Social Media on the Purchasing Decision of Maybelline Cosmetics

Q: What is the main objective of this study? A: The main objective of this study is to analyze the effect of celebrity endorsers, brand imagery, and social media on the purchasing decisions of Maybelline cosmetics among students of the Faculty of Economics and Business, University of North Sumatra.

Q: What is the significance of this study? A: This study is significant because it provides valuable insights on the factors that influence purchasing decisions among students, which can be applied in the marketing strategies of cosmetic companies.

Q: What is the methodology used in this study? A: The methodology used in this study is a quantitative approach, which involves collecting data from 120 students of the Faculty of Economics and Business, University of North Sumatra who had purchased Maybelline products. The data collection method used is a questionnaire, and the data analysis used multiple linear regression to determine the relationship between the variables studied.

Q: What are the findings of this study? A: The findings of this study show that simultaneously, celebrity endorsers, brand imagery, and social media have a significant influence on the purchasing decisions of Maybelline products among these female students. In more detail, brand and social media images contribute positively and significantly to purchasing decisions.

Q: What are the implications of this study? A: The implications of this study are that Maybelline and other cosmetic companies should focus on creating a strong brand image and using social media more effectively to promote their products. Additionally, the study suggests that celebrity endorsers may not be as effective in influencing purchasing decisions as previously thought.

Q: What are the limitations of this study? A: The limitations of this study are that it was conducted among a specific group of students, and the findings may not be generalizable to other populations. Additionally, the study used a quantitative approach, which may not capture the nuances of consumer behavior.

Q: What are the recommendations for Maybelline based on this study? A: Based on the findings of this study, Maybelline should consider the following recommendations:

Strengthen brand image: Maybelline should focus on creating a strong brand image that resonates with young consumers.
Use social media more effectively: Maybelline should use social media more effectively to promote their products and engage with consumers.
Consider alternative marketing strategies: Maybelline should consider alternative marketing strategies that are more relevant to the needs and preferences of consumers.

Q: What are the future research directions based on this study? A: The future research directions based on this study are:

Further research on the role of celebrity endorsers: Further research is needed to understand the role of celebrity endorsers in influencing purchasing decisions.
Impact of social media on consumer behavior: Further research is needed to understand the impact of social media on consumer behavior.
Factors that influence purchasing decisions among students: Further research is needed to understand the factors that influence purchasing decisions among students.

Q: What are the implications for other cosmetic companies based on this study? A: The implications for other cosmetic companies based on this study are that they should consider the following:

Focus on creating a strong brand image: Cosmetic companies should focus on creating a strong brand image that resonates with young consumers.
Use social media more effectively: Cosmetic companies should use social media more effectively to promote their products and engage with consumers.
Consider alternative marketing strategies: Cosmetic companies should consider alternative marketing strategies that are more relevant to the needs and preferences of consumers.