PERCEPTUAL MAPPING OF GEN Z TOWARDS CELEBRITY ENDORSERS OF COSMETIC PRODUCTS
Keywords:
Celebrity endorser, Gen Z, Perceptual mapping, Cosmetics
Abstract
This study purposed to analyze how Gen Z positions celebrity endorsers in promoting cosmetic products through a perceptual mapping approach. This is in line with digital marketing theory which emphasizes the importance of utilizing celebrity endorsers and endorsements in creating strong brand perceptions on digital platforms. The study population included individuals belonging to Gen Z (born between 1997 and 2012), who actively use cosmetic products and social media in Indonesia. The data collection process was carried out through an online questionnaire. The data analysis tool used was the perceptual mapping method. The results of the study showed that the main attributes such as trustworthiness, expertise, attractiveness, respect, and similarity have a significant role in shaping perceptions of celebrity endorsers. From the results of perceptual mapping, Tasya Farasya is consistently in the area that shows that she has the highest value in trustworthiness, expertise, attractiveness, respect, and similarity with the audience. This reflects that Tasya Farasya is considered a credible, competent, and relevant endorser to the needs of Gen Z, especially in cosmetic products. On the other hand, other celebrities such as Prilly, Rachel Vennya, Syahrini, Titan Tyra, Molita Lin, and others are in areas that show lower perceptions of the five attributes. This finding emphasizes the importance of selecting celebrity endorsers that match the characteristics and preferences of Gen Z. Thus, this study provides strategic implications for marketers in maximizing the influence of celebrity endorsers to attract attention and increase loyalty of Gen Z consumers.
References
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Saeed, R., Naseer, R., Haider, S., & Naz, U. (2014). Impact of celebrity and non-celebrity advertisement on consumer perception. The Business & Management Review, 4(3), 154–160.
Shimp, T. A. (2007). Advertising, promotion, and other aspects of integrated marketing communications (7th Edition). Thomson/South-Western.
Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882–909. https://doi.org/10.1108/03090561111119958
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Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
Ellison, B. T., Padgett, B. C., & Fowler, D. C. (2017). Social Media Celebrity Endorsements Effect on Generation Z’s Purchase Intentions. ITAA Proceedings, 1–2. http://www.millwardbrown.com/global-
Febriati, I. G. A. U., & Respati, N. N. R. (2020). The Effect of Celebrity Endorser Credibility and Product Quality Mediated by Brand Image on Purchase Intention. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(3), 464–470. www.ajhssr.com
Friscilla, S. D., & Yap, N. (2023). Celebrity Endorsers and Purchase Decisions for Generation Z: Brand Image of Loreal Products. JEM17: Jurnal Ekonomi Manajemen, 8(1), 131–142. https://doi.org/10.30996/jem17.v8i1.8665
Gigauri, I. (2019). Applying Perceptual Mapping Method for Successful Positioning Strategy. International Journal of Management and Business Sciences, 1(1), 14–23. https://doi.org/10.63105/ijmbs.2019.1.1.7
Hryziuk, C. (2023, July 3). Gen Z Marketing: 24 Key Statistics and Trends You Need to Know. EMBRYO. https://embryo.com/blog/genzmarketingstatistics/
Jordy, A., Yulianti, M. A., Chloe, N., Romy, R., & Hasibuan, S. S. (2023). The Effects of Korean Celebrities on Millennial & Gen Z Purchase Intention In Indonesia’s Beauty Industry. Indonesian Business Review, 6(2), 115–124. https://doi.org/10.21632/ibr.6.2.115-124
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Kinasih, D. R., & Hariasih, M. (2023). Role of Celebrity Endorsers, Brand Image, and Social Media in the Decision to Purchase Cosmetics Products. 1–10. https://doi.org/10.21070/ups.1635
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Kumar, V., & Hundal, Dr. B. S. (2015). Customer Perception towards Celebrity Endorsement. Pacific Business Review International, 8(5), 46–53. www.pbr.co.in
Kutlu, M. B. (2022). Mapping multiple brand-celebrity congruence with OVERALS: An evidence for the meaning transfer model. Journal of Process Management and New Technologies, 10(1–2), 33–51. https://doi.org/10.5937/jouproman2201033K
Lontoh, C. N., Suyuthi, F. A., & Sagala, J. N. I. C. (2022). Engagement Behavior Generation Z on TikTok Case Study: Cosmetic Brands. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(2), 10092–10101. https://doi.org/DOI:https://doi.org/10.33258/birci.v5i2.4807
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Premnath, D. (2018). Measuring the celebrity brand image match up through tears model. International Journal of Basic and Applied Research, 8(9), 913–917. www.pragatipublication.com
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Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: a literature review and research agenda. International Journal of Advertising, 35(4), 642–663. https://doi.org/10.1080/02650487.2015.1137537
Chiu, C. L., & Ho, H.-C. (2023). Impact of Celebrity, Micro-Celebrity, and Virtual Influencers on Chinese Gen Z’s Purchase Intention Through Social Media. Sage Open, 13(1), 1–18. https://doi.org/10.1177/21582440231164034
Cuong, N. Q., Thao, T. T., & Thu, L. N. A. (2022, December). The Impact of Influencer Marketing on Gen Z’attitude towards Cosmetic Brand. THE 2nd INTERNATIONAL CONFERENCE ON ADVANCED TECHNOLOGY AND SUSTAINABLE DEVELOPMENT 2022 (ICATSD 2022). https://www.researchgate.net/publication/366185845
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Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
Ellison, B. T., Padgett, B. C., & Fowler, D. C. (2017). Social Media Celebrity Endorsements Effect on Generation Z’s Purchase Intentions. ITAA Proceedings, 1–2. http://www.millwardbrown.com/global-
Febriati, I. G. A. U., & Respati, N. N. R. (2020). The Effect of Celebrity Endorser Credibility and Product Quality Mediated by Brand Image on Purchase Intention. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(3), 464–470. www.ajhssr.com
Friscilla, S. D., & Yap, N. (2023). Celebrity Endorsers and Purchase Decisions for Generation Z: Brand Image of Loreal Products. JEM17: Jurnal Ekonomi Manajemen, 8(1), 131–142. https://doi.org/10.30996/jem17.v8i1.8665
Gigauri, I. (2019). Applying Perceptual Mapping Method for Successful Positioning Strategy. International Journal of Management and Business Sciences, 1(1), 14–23. https://doi.org/10.63105/ijmbs.2019.1.1.7
Hryziuk, C. (2023, July 3). Gen Z Marketing: 24 Key Statistics and Trends You Need to Know. EMBRYO. https://embryo.com/blog/genzmarketingstatistics/
Jordy, A., Yulianti, M. A., Chloe, N., Romy, R., & Hasibuan, S. S. (2023). The Effects of Korean Celebrities on Millennial & Gen Z Purchase Intention In Indonesia’s Beauty Industry. Indonesian Business Review, 6(2), 115–124. https://doi.org/10.21632/ibr.6.2.115-124
Joshi, A., Kale, S., Chandel, S., & Pal, D. (2015). Likert Scale: Explored and Explained. British Journal of Applied Science & Technology, 7(4), 396–403. https://doi.org/10.9734/bjast/2015/14975
Kinasih, D. R., & Hariasih, M. (2023). Role of Celebrity Endorsers, Brand Image, and Social Media in the Decision to Purchase Cosmetics Products. 1–10. https://doi.org/10.21070/ups.1635
Kong, H., & Fang, H. (2024). Research on the Effectiveness of Virtual Endorsers: A Study Based on the Match-Up Hypothesis and Source Credibility Model. Sustainability, 16(5), 1–21. https://doi.org/10.3390/su16051761
Kumar, V., & Hundal, Dr. B. S. (2015). Customer Perception towards Celebrity Endorsement. Pacific Business Review International, 8(5), 46–53. www.pbr.co.in
Kutlu, M. B. (2022). Mapping multiple brand-celebrity congruence with OVERALS: An evidence for the meaning transfer model. Journal of Process Management and New Technologies, 10(1–2), 33–51. https://doi.org/10.5937/jouproman2201033K
Lontoh, C. N., Suyuthi, F. A., & Sagala, J. N. I. C. (2022). Engagement Behavior Generation Z on TikTok Case Study: Cosmetic Brands. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(2), 10092–10101. https://doi.org/DOI:https://doi.org/10.33258/birci.v5i2.4807
Novita, D., Sihotang, F. P., & Khairani, S. (2023). Pelatihan Penggunaan Microsoft Excel untuk Mengolah Data bagi Siswa/I SMK Bina Cipta Palembang. JURNAL PENGABDIAN KEPADA MASYARAKAT, 2(2), 109–118. https://doi.org/https://doi.org/10.35957/fordicate.v2i2.4759
Nurhanisah, Y. (2021). Usia Muda Dominasi Penduduk Indonesia. Indonesiabaik.Id. https://indonesiabaik.id/infografis/usia-muda-dominasi-penduduk-indonesia
Oteh, O. U., Oloveze, A. O., Emeruem, O. L., & Ahaiwe, E. O. (2023). Celebrity endorsement in African context: TEARS model approach. Revista de Gestão, 30(4), 334–347. https://doi.org/10.1108/REGE-07-2021-0110
Prawiro, F., & Hardianto. (2023). Pengaruh Preferensi Bentuk Kuesioner dan Familiaritas Internet terhadap Konsistens Respon pada Mahasiswa Unika Atma Jaya. Jurnal Ilmiah Psikologi MANASA, 12(2), 56–63. https://doi.org/10.25170/manasa.v12i2.4875
Premnath, D. (2018). Measuring the celebrity brand image match up through tears model. International Journal of Basic and Applied Research, 8(9), 913–917. www.pragatipublication.com
Saeed, R., Naseer, R., Haider, S., & Naz, U. (2014). Impact of celebrity and non-celebrity advertisement on consumer perception. The Business & Management Review, 4(3), 154–160.
Shimp, T. A. (2007). Advertising, promotion, and other aspects of integrated marketing communications (7th Edition). Thomson/South-Western.
Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882–909. https://doi.org/10.1108/03090561111119958
Abbas, A., Afshan, G., Aslam, I., & Ewaz, L. (2018). The Effect of Celebrity Endorsement on Customer Purchase Intention: A Comparative Study. Current Economics and Management Research, 4(1), 1–10. https://www.researchgate.net/publication/322987493
Agustini, M. Y. D. H., Athanasius, S. S., Retnawati, B. B., Perwito, A. H., & Anugraheni, D. T. (2021). Studi Implementasi Digital Marketing Pada Pengusaha Di Semarang. Jurnal Ekonomi, Manajemen Akuntansi Dan Perpajakan (Jemap), 4(2), 288–303. https://doi.org/10.24167/jemap.v4i2.3486
Andita, D. Y., Najib, M. F., Zulfikar, R., & Purnamasari, D. (2021). The Effect of Celebrity Endorser on Purchase Intention of Cosmetic Product among Millennial Generation Consumers. Journal of Marketing Innovation, 1, 51–60. https://doi.org/https://doi.org/10.35313/jmi.v1i01.14
Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: a literature review and research agenda. International Journal of Advertising, 35(4), 642–663. https://doi.org/10.1080/02650487.2015.1137537
Chiu, C. L., & Ho, H.-C. (2023). Impact of Celebrity, Micro-Celebrity, and Virtual Influencers on Chinese Gen Z’s Purchase Intention Through Social Media. Sage Open, 13(1), 1–18. https://doi.org/10.1177/21582440231164034
Cuong, N. Q., Thao, T. T., & Thu, L. N. A. (2022, December). The Impact of Influencer Marketing on Gen Z’attitude towards Cosmetic Brand. THE 2nd INTERNATIONAL CONFERENCE ON ADVANCED TECHNOLOGY AND SUSTAINABLE DEVELOPMENT 2022 (ICATSD 2022). https://www.researchgate.net/publication/366185845
Dani, A. A. `, & Suciarto A., S. (2018). Analisis Faktor Pengusaha Kuliner Menggunakan Jasa Iklan Instagram “Jakul Semarang” Sebagai Endorser. Jurnal Ekonomi, Manajemen, Akuntansi Dan Perpajakan (JEMAP), 1(1), 69–94. https://doi.org/10.24167/jemap.v1i1.1584
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
Ellison, B. T., Padgett, B. C., & Fowler, D. C. (2017). Social Media Celebrity Endorsements Effect on Generation Z’s Purchase Intentions. ITAA Proceedings, 1–2. http://www.millwardbrown.com/global-
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Published
2024-12-25
How to Cite
Felicia Angela, & Maria Yosephine Dwi Hayu Agustini. (2024). PERCEPTUAL MAPPING OF GEN Z TOWARDS CELEBRITY ENDORSERS OF COSMETIC PRODUCTS. INTERNATIONAL SEMINAR, 6, 1107 - 1121. Retrieved from https://conference.unita.ac.id/index.php/conference/article/view/304
Section
Articles
