The Impact of Laneige Celebrity Endorsement Advertising towards Purchase Intention of Malaysian Chinese Female Young Adults

Yeng, Shi Mint (2023) The Impact of Laneige Celebrity Endorsement Advertising towards Purchase Intention of Malaysian Chinese Female Young Adults. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

In today's environment, celebrities are viewed as role models. Because of their favourite celebrity, people are altering their lifestyles. This point of view has a significant impact on brand-conscious consumers and boosts brand productivity. Celebrities do not always have an impact on people's purchasing decisions, but they do have a positive impact on how they see items. This research aims to find out the impact of Laneige celebrity endorsement advertising on Malaysian Chinese female young adults’ purchase intention. It also analyses the Malaysian Chinese female consumers’ attitude towards Laneige cosmetics products and the impact of celebrities’ endorsement on Laneige brand credibility. The quantitative method of online survey was conducted in this research by obtaining 100 responses from the Malaysian Chinese female young adults in Malaysia. Through the findings, it has revealed that the Laneige celebrity endorsement advertising can influence the Malaysian Chinese female young adults’ purchase intention. The findings indicate that the Malaysian Chinese female young adults prefer to purchase products from Laneige which endorsed by Song Hye Kyo as compared to other cosmetics brands. Also, they do pay more attention to the Song Hye’s advertisements. The findings also show that the importance of spokespersons towards the brand credibility of Laneige. This research is beneficial for the advertisers and marketers as the findings show the impact and effectiveness of Laneige celebrity endorsement advertising. Additionally, this research also reveals the attitude of Malaysian Chinese female young adults towards Laneige cosmetics products