Record Detail

This study aims to analyze the influence of celebrity endorsers on
brand trust by considering gender as a moderating variable,
focusing on the use of Celebrity endorsement on cosmetic products
in Indonesia. Based on the Source Credibility Theory, this study
uses a quantitative method with Moderated Regression Analysis
(MRA) on 115 respondents in Jakarta, which were obtained
through the chain referral system technique. The results show that
celebrity endorsers significantly increase brand trust in line with
previous findings that support endorser credibility. A crucial
finding is the role of gender as a significant moderator, where the
influence of celebrity endorsers is stronger on male consumers
than female consumers in the context of women's cosmetic
products. Managerial implications suggest that marketers consider
gender dynamics in the selection of celebrity endorsers in order to
optimize marketing strategies and campaign effectiveness, even
for products that are traditionally aimed at a particular gender.
This study contributes to enriching the marketing literature by
providing empirical insights from the Indonesian context
regarding the role of gender in moderating the influence of
celebrity endorsers.