Abstract

This study explores the effectiveness of celebrity endorsements on consumer buying decision in the beauty and cosmetics industry, a field characterized by intense competition and the need for brand loyalty. A study conducted by Jun et al. (2023) addressed that celebrity endorsement marketing has been on the rise globally, and numerous firms devout multi-million budgets to celebrity endorsement annually to leverage brand association by collaborating with celebrities who are well-known or possess a desirable positive image. Beauty companies frequently rely on celebrity endorsements as a marketing strategy to influence purchasing behavior, based on the perception that celebrities embody credibility, attractiveness, and influence. Despite this, questions remain regarding the authenticity of such endorsements and whether they genuinely build consumer trust, especially amid concerns about misleading promotions, unsustainable ingredients, and pro-driven advertising practices. To address this issue, the research employed a descriptive-correlational design to investigate the relationship between celebrity endorsements and consumer purchasing decisions. Data were collected through a structured survey distributed to 84 BSBA Marketing Management students, selected via simple random sampling. To address this issue, the research employed a descriptive-correlational design to investigate the relationship between celebrity endorsements and consumer purchasing decisions. Data were collected through a structured survey distributed to 84 BSBA Marketing Management students, selected via simple random sampling. To address this issue, the research employed a descriptive-correlational design to investigate the relationship between celebrity endorsements and consumer purchasing decisions. Data were collected through a structured survey distributed to 84 BSBA Marketing Management students, selected via simple random sampling.