The Effect of Celebrity Endorsement, Review, and Viral Marketing on Purchase Decision of X Cosmetics

Abstract

The internet existence alters traditional ways between companies, customers, and social media transforms the way customers interact with brands. One of the social media functions is promoting a product in marketing communication. A brand often uses various methods to promote product sales; the methods are celebrity endorsement, reviews from an artist or beauty vlogger, and viral marketing through social media. The current popular social media is YouTube. YouTube is a platform to share videos in a long duration and is commonly used to upload vlog videos, marketing videos, tutorial videos, review videos, and many more. Therefore, this research aimed to discover the effect of celebrity endorsement, review, and viral marketing on purchasing decisions of X cosmetic on the YouTube platform. This research used a quantitative method by distributing questionnaires to 400 followers of the X cosmetic’s YouTube channel as samples. This research used a multiple regression test. The research results demonstrate that celebrity endorsement, review, and viral marketing influenced the X cosmetic purchasing decision. It can be concluded that review, celebrity endorsement, and viral marketing variables were vital in improving customer purchasing decisions.

Keywords: Celebrity Endorsement, Review, Viral Marketing, Purchase Decision