Analysis of Influence Variables

Oct 13, 2025 by talynt.org 11 views

The Effect of Marketing Endorser (Cristiano Ronaldo) on Clear Men Shampoo Purchase Decisions: Case Study of Medan State Polytechnic Students

Introduction

In the world of marketing, the use of famous endorsers such as Cristiano Ronaldo has a great attraction for consumers. The use of celebrity endorsements has become a popular marketing strategy, as it can increase brand awareness, build trust, and ultimately drive sales. This study aims to explore the influence of marketing endorsers, in this case Cristiano Ronaldo, on the decision to purchase the Clear Men shampoo among Medan State Polytechnic students. The focus of this study also includes analysis of variables such as attractiveness, trustworthiness, and expertise to determine which of the three variables is the most influential on purchasing decisions.

Background

The use of celebrity endorsements in marketing has been a long-standing practice, with many companies using famous individuals to promote their products. Cristiano Ronaldo, one of the most successful soccer players in the world, has been used as an endorser for various brands, including Clear Men shampoo. The use of Ronaldo as an endorser is expected to increase brand awareness, build trust, and ultimately drive sales. However, the effectiveness of celebrity endorsements depends on various factors, including the attractiveness, trustworthiness, and expertise of the endorser.

Methodology

This study used a quantitative approach, with primary and secondary data collected through questionnaires and documentation studies. The data were analyzed using the SPSS 16.0 program to test the significance of the relationship between variables using the F test model, T test, and determinant identification (R²). The study consisted of descriptive analysis and multiple regression, with the aim of determining the influence of the three variables on purchasing decisions.

Hypothesis

The hypothesis proposed in this study is that there is a positive and significant influence between Marketing Endorser Cristiano Ronaldo on the Clear Men Shampoo purchase decision among students. Furthermore, it is expected that the expertise variable will be a dominant factor that affects the decision.

Results

The results showed that simultaneously, the three variables - attractiveness (X1), Trustworthiness (X2), and Expertise (X3) - have positive and significant influence on the Purchasing Decision (Y) of Medan State Polytechnic students. However, partial analysis reveals that the expertise variable is the most dominant in influencing the Clear Men Shampoo purchasing decision. With an Adjusted R Square value of 0.372, this study indicates that 37.2% of purchasing decisions factors can be explained by the variables studied, while the remaining 62.8% are influenced by other factors that are not used as focus in this study.

Analysis of Influence Variables

Attractiveness (Attractiveness)

The attractiveness of an endorser influences in attracting consumer attention. Cristiano Ronaldo, with his charisma and positive image, succeeded in creating an interest in the product. However, the attraction is not enough; Trust and expertise also play an important role.

Trustworthiness (Trust)

The trust given to an endorser will affect the consumer's decision to buy a product. Ronaldo is known not only as a successful athlete, but also as a trusted figure. This makes the endorsement more effective in increasing trust in the products he promotes.

Expertise (Assistance)

This variable shows how much endorser's expertise and knowledge about the product being held. In the context of shampoo, although Ronaldo is not a dermatologist, image and achievement in sports can increase his credibility as an endorser, so as to be able to significantly influence purchasing decisions.

Conclusion

From this study, it can be concluded that the presence of Cristiano Ronaldo as a marketing endorser contributed positively to the decision to purchase the Clear Men shampoo among Medan State Polytechnic students. The expertise variable has proven to be the most dominant, which shows that consumers tend to pay more attention to the expertise and credibility possessed by an endorser. This study provides important insights for companies about effective marketing strategies, especially in choosing the right endorser for their products.

Recommendations

As a next step, the company can conduct deeper research on other factors that can influence purchasing decisions and design marketing campaigns that are more focused according to consumer needs and preferences. Additionally, the company can consider using other celebrity endorsers who possess expertise in the field of shampoo and hair care.

Limitations

This study has several limitations, including the use of a single celebrity endorser and the limited sample size. Future studies can consider using multiple celebrity endorsers and a larger sample size to increase the generalizability of the findings.

Future Research Directions

Future research can explore the use of social media influencers as celebrity endorsers and the impact of their endorsements on purchasing decisions. Additionally, research can investigate the role of expertise and credibility in influencing purchasing decisions and the effectiveness of different marketing strategies in increasing brand awareness and driving sales.
Q&A: The Effect of Marketing Endorser (Cristiano Ronaldo) on Clear Men Shampoo Purchase Decisions

Q: What is the main objective of this study?

A: The main objective of this study is to explore the influence of marketing endorsers, in this case Cristiano Ronaldo, on the decision to purchase the Clear Men shampoo among Medan State Polytechnic students.

Q: What are the variables studied in this research?

A: The variables studied in this research are attractiveness, trustworthiness, and expertise. These variables are used to determine which of the three variables is the most influential on purchasing decisions.

Q: What is the hypothesis proposed in this study?

A: The hypothesis proposed in this study is that there is a positive and significant influence between Marketing Endorser Cristiano Ronaldo on the Clear Men Shampoo purchase decision among students. Furthermore, it is expected that the expertise variable will be a dominant factor that affects the decision.

Q: What are the results of this study?

A: The results showed that simultaneously, the three variables - attractiveness (X1), Trustworthiness (X2), and Expertise (X3) - have positive and significant influence on the Purchasing Decision (Y) of Medan State Polytechnic students. However, partial analysis reveals that the expertise variable is the most dominant in influencing the Clear Men Shampoo purchasing decision.

Q: What does the study conclude?

A: From this study, it can be concluded that the presence of Cristiano Ronaldo as a marketing endorser contributed positively to the decision to purchase the Clear Men shampoo among Medan State Polytechnic students. The expertise variable has proven to be the most dominant, which shows that consumers tend to pay more attention to the expertise and credibility possessed by an endorser.

Q: What are the implications of this study?

A: This study provides important insights for companies about effective marketing strategies, especially in choosing the right endorser for their products. It also highlights the importance of expertise and credibility in influencing purchasing decisions.

Q: What are the limitations of this study?

A: This study has several limitations, including the use of a single celebrity endorser and the limited sample size. Future studies can consider using multiple celebrity endorsers and a larger sample size to increase the generalizability of the findings.

Q: What are the future research directions?

A: Future research can explore the use of social media influencers as celebrity endorsers and the impact of their endorsements on purchasing decisions. Additionally, research can investigate the role of expertise and credibility in influencing purchasing decisions and the effectiveness of different marketing strategies in increasing brand awareness and driving sales.

Q: What are the practical implications of this study?

A: The practical implications of this study are that companies can use celebrity endorsers who possess expertise in the field of shampoo and hair care to increase brand awareness and drive sales. Additionally, companies can design marketing campaigns that are more focused on the expertise and credibility of the endorser.

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are that it provides a better understanding of the role of expertise and credibility in influencing purchasing decisions. It also highlights the importance of considering the expertise and credibility of the endorser when choosing a marketing strategy.

Q: What are the future applications of this study?

A: The future applications of this study are that it can be used to inform marketing strategies for companies in the shampoo and hair care industry. It can also be used to inform the development of marketing campaigns that are more focused on the expertise and credibility of the endorser.