PURCHASE INTENTION ON HIJAB PRODUCTS THROUGH

CELEBRITY ENDORSER AND ADVERTISEMENT

MEDIATED BY RELIGIOSITY

By:

Dea Aulia

ID 015201400023

A Skripsi presented to the

Faculty of Business President University

in partial fulfillment of the requirements for

Bachelor Degree in Business Administration

February 2018

CONSENT FOR INTELLECTUAL PROPERTY RIGHT

Title of Skripsi : Purchase Intention on Hijab Products through Celebrity

Endorser and Advertisement Mediated by Religiosity

1. The Author hereby assigns to President University the copyright to the

Contribution named above whereby the University shall have the exlusive right

to publish the Contribution and translations of it wholly or in part throughout

the world during the full term of copyright including renewals and extensions

and all subsidiary rights.

2. The Author retains the right to re-publish the preprint version of the

Contribution without charge and subject only to notifying the University of the

intent to do so and to ensuring that the publication by the University is properly

credited and that the relevant copyright notice is repeated verbatim.

3. The Author retains moral and all proprietary rights other than copyright, such

as patent and trademark rights to any process or procedure decribed in the

Contribution.

4. The Author guarantees that the Contribution is original, has not been published

previously, is not under consideration for publication elsewhere and that any

necessary permission to quote or reproduce illustrations from another source

has been obtained (a copy of any such permission should be sent with this

form).

5. The Author guarantees that the Contribution containts no violation of any

existing copyright or other third-party right or material of an obscene, indecent,

libellous or otherwise unlawful nature and will indemnify the University

against all claims arising from any breach of this warranty.

6. The Author declares that any named person as co-author of the Contribution is

aware of this agreement and has also agreed to the above warranties.

ACKNOWLEDGEMENT

First of all, I would like to express my gratitude to Allah SWT for all His

endless blessing that given to me so that I finally could finish my skripsi.

After that, I would like to acknowledge, with gratitude, my debt of thanks to

my advisor, Mr. Suresh Kumar for your valuable advice and aid. Working under your

guidance makes me learn more. Without your expert and great insightful advice, I

could not have finished this thesis in time.

In addition, I would like to express my appreciation to all lecturers of Business

Administration study program in President University for the knowledge, skills and

experience you have teach and share to me so that I could finish my research paper.

I also take this opportunity to record my sincere thanks to Ayah, Ibu, Bondan,

Nurul, my whole family and all my friends for the unceasing encouragement, help and

support to me.

Besides, I am thankful to all the respondents who had spent their precious time

in answering my questionnaires. Without your cooperation and contribution I will not

have the opportunity to obtain the information needed in completing the research.

I also place on record, my sense of gratitude to one and all who, directly or

indirectly, have lent their helping hand in this venture. I truly appreciate the assistance,

encouragement, advices, and suggestions on every stage in completing this skripsi.

Cikarang, Indonesia, February 2018

Dea Aulia

PLAGIARISM DOCUMENT

i

TABLE OF CONTENTS

COVER

PANEL OF EXAMINERS

DECLARATION OF ORIGINALITY

CONSENT FOR INTELLECTIUAL PROPERTY RIGHT

ACKNOWLEDGEMENT

PLAGIARISM DOCUMENT

TABLE OF CONTENTS ............................................................................................... i

ABSTRACT .................................................................................................................. v

CHAPTER I INTRODUCTION ................................................................................... 1

1.1 Background ............................................................................................................... 1

1.2 Significance of the study ........................................................................................... 7

1.3 Limitation .................................................................................................................. 7

1.4 Organization of the skripsi ........................................................................................ 8

CHAPTER II LITERATURE STUDY ......................................................................... 9

2.1 Purchase Intention ..................................................................................................... 9

2.2 Attitude towards the Advertisement ....................................................................... 11

2.3 Religiosity ............................................................................................................... 12

2.4 Celebrity Endorsement ............................................................................................ 15

2.5 Research Gaps ......................................................................................................... 16

CHAPTER III METHODOLOGY ............................................................................. 18

3.1 Theoretical Framework ........................................................................................... 18

3.2 Hypothesis............................................................................................................... 18

3.3 Operational Definitions of Variable ........................................................................ 19

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3.4 Instrument ............................................................................................................... 19

3.5 Sampling ................................................................................................................. 20

3.6 Data Collection Method .......................................................................................... 22

3.7 Data Analysis .......................................................................................................... 22

CHAPTER IV RESULTS AND DISCUSSIONS ...................................................... 24

4.1 Validity and Reliability Test ................................................................................... 24

4.2 Respondent’s Profiles ............................................................................................. 25

1. Respondents by Screening Questions ..................................................................... 25

2. Respondent’s Profiles ............................................................................................. 26

4.3 Descriptive Analysis ............................................................................................... 27

1. Celebrity Endorsement ............................................................................................ 27

2. Religiosity ............................................................................................................... 28

3. Attitude Towards the Advertisement ...................................................................... 29

4. Purchase Intention ................................................................................................... 29

4.4 Inferential Analysis ................................................................................................. 30

4.5 Discussions ............................................................................................................. 33

CHAPTER V CONCLUSION .................................................................................... 36

5.1 Hypothesis Answers ................................................................................................ 36

5.2 Future Recomendations........................................................................................... 36

REFERENCES ............................................................................................................ 38

APPENDICES ............................................................................................................ 43

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LIST OF FIGURES

Figure 1.1 Muslim Populations ................................................................................... 86

Figure 1.2 Indonesia as the Biggest Muslim Population ............................................ 86

Figure 1.3 Wardah featuring Dewi Sandra ................................................................. 87

Figure 1.4 HijUp Logo ................................................................................................ 87

Figure 1.5 HijUp Brand Ambassadors ........................................................................ 87

Figure 1.6 Comparison HijUp YouTube Viewers With and Without Celebrity

Endorsement ................................................................................................................ 88

Figure 1.7 Tutorial Hijab According to Al Quran and Hadith vs Tutorial Hijab by

Laudya Cynthia Bella on YouTube ............................................................................ 89

Figure 3.1 Theoretical Framework .............................................................................. 90

Figure 3.2 Muslim Populations in Jawa Barat Province ............................................. 91

iv

LIST OF TABLES

Table 1.1 Number of Followers in HijUp Social Media ............................................. 91

Table 3.1 Operational Definitions of Variables .......................................................... 92

Table 4.1 Screening Questions .................................................................................... 95

Table 4.2 Respondent’s Profiles ................................................................................. 95

Table 4.3 Celebrity Endorsement Data Summary....................................................... 96

Table 4.4 Religiosity Data Summary .......................................................................... 98

Table 4.5 Attitude towards the Advertisement ........................................................... 98

Table 4.6 Purchase Intention Data Summary .............................................................. 99

v

ABSTRACT

Purpose

The aim of this paper is, first to investigate the influence of celebrity endorsement on

advertising effectiveness by examining the celebrity attribute on customers attitude

towards the advertisement and their purchase intention. Secondly, the objective of this

research is to find the mediating role of religiosity on customer’s attitude towards

celebrity endorsed online advertising and their buying intention.

Design/Methodology/Approach

Questionnaires which consist of 30 item statements were disseminated to several

Muslim women in Jawa Barat and collected digitally use purposive sampling method.

From overall 383 responses, there were only 277 usable result were proceed and used

for further examination. Factor analysis was used to examine the construct validity,

while cronbach’s alpha was used for reliability test. After that, SEM analysis was

performed to test the proposed hypotheses along with Multiple R Square in testing the

strength among relations.

Findings

The study found that celebrity attractiveness and expertise are significantly influencing

customer attitude towards the advertisement, on the other hand, the customer purchase

intention are influenced by celebrity expertise and trustworthiness. This study also

confirm that religiosity does not mediates the relationship between customer attitude

vi

towards the ads and their purchase intention which means that the role of religiosity

does not influence Muslim in Indonesia in making a decision. Furthermore, it is found

that favorable attitude towards the advertisement will significantly influences customer

purchase intention.

Originality/Value

To the best of author knowledge, this is the first study of its kind in Indonesia to explore

the impact of celebrity endorsement on customer attitude towards the ads and customer

purchase intention which used the mediating effect of religiosity on both the customer

attitude and purchase intention.

Keywords : Celebrity Endorsement, Muslim, Religiosity, Attitude towards the

Advertisement, Purchase Intention, Islamic Fashion, Hijab, Indonesia

1

CHAPTER I

INTRODUCTION

This chapter talks about the background of the study which consists of the broad

theme of the research, the need of the study, the problem identifications, the research

questions, and last but not least the research objectives. In line with that, significance

of the study, limitation, and organization of the skripsi are included as well.

1.1 Background

Islam is estimated to be the most rapid development religion in the

future (Sasongko, 2017). Referring to the fertility level of every Muslim women

in the world who can reach 3.1 babies, the number of Muslims in 2050 is

expected to increase to 70% (2.8 billion) or 30% (Figure 1.1) from the earth’s

population (“Pertumbuhan Pemeluk Agama,” 2017). In addition, the majority

of Muslim are in the productive ages as well (Putri, 2017). The largest

percentage of Muslim population mostly lives in the Asia-Pacific and not in the

Middle East or North Africa, spreaded across Indonesia, India, Pakistan,

Bangladesh, and Turkey (“Islam Menjadi Agama Terbesar,” 2017). From the

latest report of census in 2010, Indonesia occupies the top position of the

world’s Muslim population with 209.120.000 followers or 13% (Figure 1.2)

from the overall Muslim population in the world (Armandhanu, 2015).

Indonesia with the biggest population of Muslim becomes a great

prospect for business based on Islamic principles that regulate the food and

2

beverage should be halal, the finance must free from riba, and the clothes must

cover the whole body for women especially (Latif, 2016). Furthermore, as the

growth of Muslim women in wearing hijab are increasing as well, it is

considered that Muslim fashion market would grow in the next few years

(Supriadi, 2014). In line with that, Indonesia is also pursuing the mission to

become the world’s Muslim fashion center by 2020 (Samosir, 2015). However,

based on data from the Statistics Indonesia in 2013, the amount of business

engaged in clothing line reach up to 1,107,955 units with the details of 10% big

companies, 20% medium-sized enterprise, and 70% of small entrepreneurs

(Sari, 2017). Hence, the emergence of new players in the garments market

makes competition become tighter, and eventually every business must think

creatively how to gain new customers and build their loyalty.

Advertising has chosen as an alternative way for companies to boost the

sales, from several kind of marketing methods, celebrity endorsements consider

to be one of the effective way to approach customers (Dwivedi, Johnson, &

McDonald, 2015; Mansour & Diab, 2016; Munnukka, Uusitalo, & Toivonen,

2016). Holding a celebrity to represent a brand is not something new in

Indonesia, Wardah halal cosmetics for example, in order to introduce the halal

cosmetics they use popular artist, like Dewi Sandra (Figure 1.3), which shows

the importance of celebrity endorsement as one of the ways to increase their

sales. Besides, the rapid development of the digital world has affected many

things such as transformation in selecting the media promotion. HijUp (Figure

1.4) is an example of Indonesia Muslim fashion startups which can maximize

3

the use of digital tools to attract customers. Observing from HijUp website

which was founded in 2011 by Diajeng Lestari, they use social media for

promoting the products and to boost their sales. Through some HijUp official

accounts, Youtube Channel come as the third most powerful social media with

226.436 subscribers, while Instagram placed as the first with 651.000 followers,

then Facebook with 291,336 followers (Table 1.1). Furthermore, instead of

using direct promotion, HijUp did a campaign through hijab tutorial video

which can attract customer persuasively. Since their first launched 7 years ago,

now HijUp has released as much as 426 videos with more than 31 million

views. Along with that, in 2016, HijUp officially took Dian Pelangi and Laudya

Cynthia Bella as their Brand Ambassador (Figure 1.5) to strengthen its

existence (Dewi, 2016). Interestingly, the use of celebrity endorsement seems

quite effective for HijUp as the number of their hijab tutorial viewers are

increasing significantly up to 1,9 million when they used Laudya Cynthia Bella

as the model compare with the non-celebrities (Figure 1.6).

In contrary to the Islamic principles, the advertisement from HijUp

which used celebrity endorsement is not following the Shariah Law (Figure

1.7). The Qur’an and Hadith says:

ل يبدين زينتهن إل ما ظهر منها وقل للمؤمنات يغضضن من أبصارهن ويحفظن فروجهن و

آباء بعولتهن أو أبنائهن وليضربن بخمرهن على جيوبهن ول يبدين زينتهن إل لبعولتهن أو آبائهن أو

إخوانهن أو بني إخوانهن أو بني أخواتهن أو نسائهن أو ما ملكت أيمانهن أو أو أبناء بعولتهن أو

فل الذين لم يظهروا على عورات الن ساء جال أو الط ربة من الر يضربن ول التابعين غير أولي ال

جميعا أيه المؤمنون لعلك م تفلحون بأرجلهن ليعلم ما يخفين من زينتهن وتوبوا إلى الل

4

“And tell the believing women to reduce [some] of their vision and guard their

private parts and not expose their adornment except that which [necessarily]

appears thereof and to wrap [a portion of] their head covers over their chests

and not expose their adornment except to their husbands, their fathers, their

husbands' fathers, their sons, their husbands' sons, their brothers, their

brothers' sons, their sisters' sons, their women, that which their right hands

possess, or those male attendants having no physical desire, or children who

are not yet aware of the private aspects of women. And let them not stamp their

feet to make known what they conceal of their adornment. And turn to Allah in

repentance, all of you, O believers, that you might succeed.”(Surah 24 An-Nur,

Ayah 31)

According to the Quran Tafsir by Ibn Kathir, this Ayah is a command

from Allah to the believing women, and jealousy on His part over the wives of

His believing servants. It is also to distinguish the believing women from the

women of the Jahiliyyah and the deeds of the pagan women. The reason for the

revelation of this Ayah was mentioned by Muqatil bin Hayyan, when he said:

"We heard -- and Allah knows best -- that Jabir bin `Abdullah Al-Ansari

narrated that Asma' bint Murshidah was in a house of hers in Bani Harithah,

and the women started coming in to her without lower garments so that the

anklets on their feet could be seen, along with their chests and forelocks. Asma'

said: `How ugly this is!' Then Allah revealed this Ayah. Furthermore, the words

which are underlying the use of hijab must be cover the chests area following

the Ibn Kathir’s Tafsir are:

﴾ (and to draw their veils all over their Juyub) ﴿وليضربن بخمرهن على جيوبهن

means that they should wear the outer garment in such a way as to cover their

chests and ribs, so that they will be different from the women of the Jahiliyyah,

who did not do that but would pass in front of men with their chests completely

uncovered, and with their necks, forelocks, hair and earrings uncovered.

5

﴾ and to draw their (Khumur) veils all over their) ﴿وليضربن بخمرهن على جيوبهن

Juyub) Khumur (veils) is the plural of Khimar, which means something that

covers, and is what is used to cover the head. This is what is known among the

people as a veil. Sa`id bin Jubayr said: ﴾وليضربن﴿ (and to draw) means to pull it

around and tie it securely. ﴾ (their veils all over their Juyub) ﴿بخمرهن على جيوبهن

means, over their necks and chests so that nothing can be seen of them.

Al-Bukhari recorded that `A'ishah, may Allah be pleased with her, said:

"May Allah have mercy on the women of the early emigrants. When Allah

revealed the Ayah: ﴾ and to draw their veils all over) ﴿وليضربن بخمرهن على جيوبهن

their Juyub), they tore their aprons and Akhtamar themselves with them.''

In addition, there are another two Hadith which also mention about the

use of hijab. The Hadith says:

ة ول يجدن ونساء كاسيات عاريات مميلت مائلت رءوسهن كأسنمة البخت المائلة ل يدخلن الجن

ا ليوجد من مسيرة كذا وكذاريحها وإن ريحه

“There are two types of the people of Hell whom I have not seen, men with

whips like the tails of cattle with which they strike the people, and women who

are clothed yet naked, Mumîlât Mâ’ilât, (walking with an enticing gait or

turning away from righteousness and leading others astray) with their heads

like the humps of camels leaning to one side. They will not enter Paradise nor

smell its fragrance, and its fragrance may be detected from such and such a

distance.” (Narrated by Muslim in hadith no. 3971, Ahmad no. 8311, and Imam

Malik no. 1421)

مرها فلتجعل تحتها غللة فإني أخاف أن تصف حجم عظمها

“Order her to use another clothes inside that Quthbiya clothes, for I am afraid

that it is still reveal her body shape.” (Narrated by Ad Dhiya’ Al Maqdisi,

Ahmad, and Baihaqi).

6

Hence, it can be understood that the Surah and Hadith are emphasizing

the obligation and instruction in using a proper hijab for Muslim women, such

as the hijab must cover the chests area, the material must be thick or not

transparent, and it should be loose or not tight.

Though, the research about celebrity endrosement is well explored, but

study which uses religiosity which proposed by Mansour & Diab (2016) as the

mediator between celebrity endorsement and advertising effectiveness has not

been conducted in Indonesia country (Jawa Barat province) before. Therefore,

this study raised the following questions 1. Do Celebrity Endorsement

(Expertise, Trustworthiness, Attractiveness) influence customer Attitude

towards the Advertisement and Purchase Intention?, 2. Do Religiosity mediates

the relationship between Celebrity Endorsement and Attitude towards the

Advertisement and Purchase Intention? and 3. Do Attitude towards the

Advertisement influence Purchase Intention?

At last, the purpose of this paper is to find out the influence of using

celebrity endorsement in online media advertising (Youtube) for Muslim

fashion market, more substantially, a major contribution of this paper is to

understand the relationship between religiosity, celebrity endorsement,

customers attitude and purchase intention.

7

1.2 Significance of the study

The researcher hopes that this paper can give significant results to certain

parties such as:

1. For the researcher, to comply the university requirements for completing

the study as well as acquiring the degree from the Business Administration

study program.

2. For President University, to contribute in the online retail industry (e-

commerce) research, especially for celebrity endorsement which correlate

with religiosity, customer attitude, and purchase intention cases.

3. For future research, to help in giving additional references regarding the use

of celebrity endorsement which mediated by religiosity on advertising

effectiveness.

1.3 Limitation

The main focus of this study is to investigate the effectiveness of

celebrity endorsement with religiosity as the mediating variable and its

implication on customer attitude and purchase intention in Muslim fashion e-

commerce. Based on that, the object of this study only focusses to online

Islamic fashion store. HijUp is chosen as their own a creative way in promoting

the products through video campaign (tutorial hijab) in the HijUp Youtube

Channel. Thereafter, the respondents in the research only valid for people who

have ever seen the advertisement from HijUp which use a celebrity. Moreover,

8

the respondents should be Muslim that stay in Jawa Barat area in order to meet

with the religiosity variables and because the study is conducted in Jawa Barat

province.

1.4 Organization of the skripsi

Overall, the formation of this paper consists of five chapters. In the first

chapter, it is talking about the broad theme of this paper, starting from the

phenomenon and opportunity that happen in the society, the problem statement,

the objectives, and the limitation of the study. Next, the second chapter, is the

explanation of relevant literature review for each variable which ended with the

research gap. After that, the methodology used in the research discussed digger

in the third chapter, it is ranging from the theoretical framework until data

collection method and also analysis for every subchapter. In the further section,

result and discussion from the previous chapter is provided such as validity and

reliability test, respondent profile, and descriptive and inferential analysis.

Lastly, it is closed with the conclusion in the fifth chapter coupled with future

recommendations for next researches.

9

CHAPTER II

LITERATURE STUDY

To further understand the relationship between the variables, theories related to

celebrity endorsement, religiosity, attitude towards the advertisement and purchase

intention is elaborated in this chapter. Celebrity endorsement is chosen as an

independent variable, while the rest are account for the dependent variables. At the end

of this section, research gaps are given to see how far the distinctness of this study with

previous research.

2.1 Purchase Intention

Purchase intention is defined as an individual’s tendency to act towards the

conformity brand (Rezvani, Dehkordi, Rahman, Fouladivanda, Habibi, &

Eghtebasi, 2012). According to (Tariq, Nawaz, Nawaz, & Butt, 2013), the purchase

intention process begins before customers decide to buy a particular product. The

cet austomers usually search and gather for appropriate information about the

desired brand. After that, they will make a judgement pertaining to its attributes, if

they find the product suits with themselves, they will start thinking about the

purchase decision. Higher purchase intention indicates higher possibility from

customers buying a product (Wang, Cheng, & Chu, 2013). Hence, the main

objective of marketing communication to create an intention from customers to buy

the marketed product can be obtained (Hutter, Hautz, Dennhardt, & Füller, 2013).

10

Prior study has examined that there were various factors affecting customer

purchase intention such as attitude towards the advertisement (Storme,

Myszkowski, Davila, & Bournois, 2015) and celebrity endorsement (Suki, 2014).

Following Rahman, Asrarhaghighi, & Rahman (2015), there is a positive

relationship between customers’ attitude and intention to choose halal products.

Souiden & Jabeur (2015) also believe that attitude toward the ads is an important

aspect to perform customer purchase intention. Furthermore, favorable attitude

from customers towards social media advertising are likely reflect to their action,

and thus, they might buy the advertised product or seek for more detail information

(Boateng & Okoe, 2015).

On the other hand, Mansour & Diab (2016) propose that purchase intention is

influenced by some important factors, one of their findings indicate that celebrity

credibility has a strong positive impact on purchase intention. Another observation

suggests that the fictional celebrity has no great impact on purchase intention

compare to human celebrity in term of low-involvement product (shampoo) and

food product (chocolate) (Jain, Roy, Daswani, & Sudha, 2011). Roy, Jain, & Rana

(2013) studied the comparison between film celebrity and sports celebrity and

found that different types of celebrity had a different significant influences on

purchase intention. Wang, Cheng, & Chu (2013) claimed that the best way of

driving customer purchase intention is through celebrity endorsement. In addition,

Samat, Ramlee, Bakar, Annual, & Rasid (2016) indicate endorser credibility that

11

holds three dimensions which are attractiveness, expertise and trustworthiness can

significantly influnce online purchase intention.

For purchase intention variable, referring to previous study by Roy & Jain

(2017), three items were selected to measure the purchase intention of hijab product

such as, “would like to puchase”, “would consider purchasing”, and “would

definitely purchase”.

2.2 Attitude towards the Advertisement

Attitude is the positive or negative characteristics of one person holds towards

a source (Mahmoud, 2014). Beforehand, Craton & Lantos (2011) stated brand

advertising is forming the customer brand attitude and lead to customers’ decision

making, subsequently, advertising effectiveness is assessed based on how far and

favorable the brand attitude changes would persuade the targeted customers. The

idea of attitude towards the advertisement expressed as an inclination to react in a

pleasant or an unpleasant manner to a specific advertising stimulus during a certain

event (Pyun & James, 2011). In other words, attitude towards the advertisement

refer to behavioral response from the audience towards the ads (Ling, Piew, & Chai,

2010). Following from previous study, celebrity endorsement was believed to have

impact on customers’ attitude towards the ads (Munnukka, Uusitalo, & Toivonen,

2016).

12

Munnukka, Uusitalo, & Toivonen (2016) provides recent finding in the area of

beauty-related contexts arguing that celebrity endorsement have significant

influence on attitudes towards the ads. A study by Ilicic & Webster (2011), show

that when customers have a connection, in regard of an affection from a fan towards

a celebrity, will significantly determine more positive attitude towards the

advertisement. Moreover, the study recommends that celebrities to whom

customers are closer are more effective endorsers compared to whom customers

are lack of attached. It seems that celebrity endorsement is an important variable to

take into account as Zafar & Rafique (2012) also interpreted that celebrity

endorsement has a proper impact on customers’ attitude towards the advertised

brand. Additionaly, Jain, Roy, Daswani, & Sudha (2011) proposed that human

celebrity has a greater impact on the attitude of adolescent towards advertisements

of food and non-food low involvement products.

The attitude towards the advertisement variable was measured through some

items ranging from, “feel the advert was very good”, “feel the advert was

enjoyable”, “feel the advert was interesting”, and “a lot about the advert that I

learned”. The four constructs measurement were adopted from Munnukka,

Uusitalo, & Toivonen, (2016).

2.3 Religiosity

Religion is an important cultural factors that involved in every aspect of society,

it entered the individual life’s to evaluate whether he is a devout or non-devout

13

follower (Khraim, 2010). It describes the purposes of life that are involved in the

values and attitudes of a community (Ariffin, Ismail, & Shah, 2016). The term of

religiosity intends to rate the degree of religious commitment towards a religious

group (Siala, 2013). Souiden & Rani (2015) found that role of religiosity was likely

affects consumer preferences to choose certain product. Religiosity levels also

indicate those who are high on religiosity tend to consider several controversial

products advertisements rather than the low religiosity group (Run, Butt, Fam, &

Jong, 2010). Generally, religions provide consistency and minimize the ambiguity

by set the strict rules, norms and prohibitions (Ketelaar, Konig, Smit, &

Thorbjornsen, 2015). For instance, Islamic teaching that forbids Muslim from

consuming pork and drinking alcohol or the obligation for women to cover their

hair using syar’i hijab. In turn, religious value influence the decisions that

consumers make (Alam, Mohd, & Hisham, 2011).

For the present study, religiosity used as the mediating role between celebrity

endorsement, attitude towards the advertisement and purchase intention. Adapted

the same study from Mansour & Diab (2016), religiosity mediates partially between

celebrities’ credibility and attitude towards the advertisement. They also found

religiosity partially mediating the relationship between celebrity credibility and

purchase behavior. The term of partially mediated refers to the level of acceptance

celebrity credibility towards customer attitude and intention, it confirms that the

higher religiosity the respondent, will impact to negative attitude and intention they

will develop, and the little credible they find the celebrities. Other than that, Usman,

14

Tjiptoherijanto, Balqiah, & Agung (2017) use the religious norms as a factor to

connect religiosity and customer preference to choose Islamic bank. The study

claims that religious norms have significant influences in the relationship between

religiosity and choosing Islamic banks. However, religiosity was not always affects

Muslim customer to select Islamic banks. Only those in the traditional group who

have strong religiosity consider to choose Islamic banks, and this in contrast with

the modern group which tend to refuse the role of religiosity as an unimportant

factor when selecting Islamic banks. In case of Malaysia, Ariffin, Ismail, & Shah

(2016) validate that role of religiosity can significantly reduced the ego-defensive

function of Malaysia Muslim who still visit Kopitiam (a modern coffee shop which

have many negative issues related to the Halal certification) which affect to their

attitude towards advertising as well.

To measure the religiosity variable, total of eight constructs measurement were

combined from some prior studies. The first three questions covering from

“attending religious talk”, “reading religious books”, and “wathcing religious

programs” were taken from Khraim (2010), another two questions about “prayer

times”, and “fasting in the month of Ramadhan” were adapted from Alam, Mohd,

& Hisham (2011), two more questions for “paying the zakat” and “spending time

with others from religious affiliation” were from Rahman, Asrarhaghighi, &

Rahman (2015), and one last question asking the “influence of religious beliefs to

buy something” was from Taylor, Halstead, & Haynes (2010).

15

2.4 Celebrity Endorsement

Celebrity endorsement is a common widely used marketing strategy which has

been applied in several companies to influence their target market and reach the

goals (Munnukka, Uusitalo, & Toivonen, 2016). According to Roy, Jain, & Rana

(2013), celebrity endorsement describes as a person who take pleasure on his or her

public existences and uses his strength for marketing campaign purposes such as

appearing it in an ad. Wei & Li (2013) stated that there were other aspects of the

marketing mix that must be combined with celebrity endorsement, for example the

distribution and the pricing policy, thus, the aim of successful celebrity

endorsement to create favorable responses from customers can be earned. The use

of celebrity also can lead to a positive response from customers considering that

they feel closer to their favorite celebrities (Suki, 2014). In addition, many

advertisers prefer to feature their products with celebrity because of the inherent

fame that portrayed in the endorsed celebrity with the brands (Banytė, Stonkienė,

& Piligrimienė, 2011). At this time, celebrity endorsement chosen as an

independent factor influencing another variable which has been explained in the

earlier.

Following Dwivedi, Johnson, & McDonald (2015), they were measure

celebrity endorsement into three dimensions which were attractiveness,

trustworthiness, and expertise, and the same dimension were chosen to be explored

for the present study. Furthermore, they define celebrity trustworthiness as the level

of receiver’s belief to accept certain assumption from the speaker’s messages, while

16

expertise describes as customer perception toward endorsers knowledge, capability

or experience to the object being endorsed, and attractiveness is the perception of

the customers regarding the physical appeal of a celebrity.

The celebrity endorsement measurement was adpated from prior studies that

consist of three dimensions, which were attractive, trustworthiness, and expertise

(Wei, Wu, & Li, 2013). Overall, fifteen appropriate questions were used to measure

the effectiveness of celebrity endorsement, five items of attractiveness were consist

of “attractive”, “classy”, “good looking”, “stylish”, and “appealing”, other five

items of trustworthiness were “dependable”, “honest”, “reliable”, “sincere”, and

“trustworthy”, five more questions of expertise were “expert”, “experienced”,

“knowledgeable”, “qualified”, and “skilled”.

2.5 Research Gaps

Previously, several studies related to celebrity endorsement have been

investigated. Wei, Wu, & Li (2013) was conducted the research for a sports shoe

brand and fitness center industry, while in the case of the USA, Dwivedi, Johnson,

& McDonald (2015) was undertook the study for sports drinks industry, and

Munnukka, Uusitalo, & Toivonen, (2016) was chooses beauty products industry to

the object of the study. Differs from prior studies, this research is examining the

celebrity endorsement in the context of fashion Muslim industry (hijab product).

Religiosity is used as the mediating role at present study, before that, there was

study used the same variable but as the moderator. Ariffin, Ismail, & Shah (2016)

17

used religiosity as a moderator between ego-defensive function and customers’

attitude towards the ads, however, this study use religiosity to mediates the

relationship between celebrity endorsement, attitude towards the ads, and purchase

intention.

The customer’s attitude of this study was examined through an online

advertising in a Youtube Channel, other than that, Mahmoud (2014) use an

advertising from Web site to see the attitude given from the customers, and further,

Boateng & Okoe (2015) were used social media advertising to be analyzed.

To measure the purchase intention variable, Pan, Kuo, Pan, & Tu (2013) use

five construct measurement with seven-point likertscale, Thamizhvanan & Xavier

(2013) having four question statements with five-point Likert scaled-response, but

this study only adopt three items question with seven-point likertscale.

Lastly, this study was adopted the same framework from Mansour & Diab

(2016), meanwhile, one hypothesis was added from attitude towards the

advertisement to purchase intention (Rahman, Asrarhaghighi, & Rahman, 2015).

Furthermore, they were conduct the study in Malaysia, while this study was

established in Jawa Barat, Indonesia. Hence, those reasons are represent the major

gaps in this study.

18

CHAPTER III

METHODOLOGY

This chapter aims to explain the way how to conduct the research. Beforehand,

quantitative research method is applied as the result of this paper more leads for

managerial action which need huge data in order to generalize the result (Boateng &

Okoe, 2015). Accordingly, the structure of this section is ranging from the theoretical

framework, continue with the hypothesis, after that the operational definition of

variable, next is the instrument, afterwards the sampling, then the data collection

method and last the data analysis.

3.1 Theoretical Framework

Figure 3.1 Theoretical Framework

3.2 Hypothesis

Following from prior study in the literature study above, this study believes that

there is correlation between each variable. Therefore, this research are proposes

some hypothesis as follows:

H1 : Celebrity Endorsement influences Attitude towards the Advertisement

19

H1.1 : Celebrity Trustworthiness influences Attitude towards the

Advertisement

H1.2 : Celebrity Expertise influences Attitude towards the Advertisement

H1.3 : Celebrity Attractiveness influences Attitude towards the

Advertisement

H2 : Celebrity Endorsement influences Purchase Intention

H2.1 : Celebrity Trustworthiness influences Purchase Intention

H2.2 : Celebrity Expertise influences Purchase Intention

H2.3 : Celebrity Attractiveness influences Purchase Intention

H3 : Religiosity mediates the relationship between Celebrity Endorsement

and Attitude towardsthe Advertisement

H4 : Religiosity mediates the relationship between Celebrity Endorsement

and Purchase Intention

H5 : Attitude towards the Advertisement influences Purchase Intention

3.3 Operational Definitions of Variable

Table 3.1 Operational Definitions of Variable

3.4 Instrument

The instrument in this study is measured using a noncomparative scale (no need

to compare with other brand/product), seven-point Likert scale is presented to each

20

statement with 1 represented as “strongly disagree” to 7 which indicate to “strongly

agree”. The questionnaire is separated into three parts, that are screening questions,

demographics and questions statement for all variables. For the demographics

section, the respondent are asked to fill about their personal information, including

residence, age, educational level, and occupations. Further, a total of thirty

questions statement covering the purchase intention with three questions, attitude

towards the ads with four items, and religiosity with eight constructs, and celebrity

endorsement with fifteen questions are given and should be completed by the

respondent. Each questions in the instrument are adopted from prior study which

has been elaborated in the previous chapter. The original instrument from earlier

study used English language when conducted the research, for the present study,

translation in Indonesian language is added in order to have a better understanding

to each statement since this research is conducted in Jawa Barat, Indonesia.

3.5 Sampling

As this research was designed to examine the effectiveness of celebrity

endorsement towards customers attitude and purchase intention mediated by

religiosity, hence the respondent population were targeted to any Muslim female

who have watched the online video advertisement (tutorial hijab) which

collaborated with Laudya Cynthia Bella in HijUp official Youtube Channel.

To determine the sample size, following Osborne & Costello (2004) which

believe that the adequate sample size for a research is approximately based on these

21

scales: 50 scales are very poor, 100 scales are poor, 200 scales are fair, 300 scales

are good, 500 scales are very good, and 1000 or more is excellent. Therefore, the

scale between 200 and 300 was chosen as the range to collect proper outcome. In

result, 383 responses were gathered, however, only 277 useable responses were

qualified to be proceed.

The distribution of the survey was limited to Jawa Barat region with focus to

nine big cities in the province, namely Bekasi, Bandung, Bogor, Cirebon, Cimahi,

Depok, Sukabumi, and Tasikmalaya. Jawa Barat was voted to be the area of

observation from the data of Indonesia Statistics (Figure 3.2) which shows Jawa

Barat has the largest Muslim population rather than other provinces. Hence, it

considered Jawa Barat to be the potential area to find appropriate respondents and

can represent Muslim population as a whole. Moreover, as this study used the

mediation effect of religiosity, so only those who wear hijab were asked and

selected to fill out the questionnaire. Based on this, purposive (judgement)

sampling from non-probability sampling was used for the present study. Purposive

sampling explained as a technique in which the selection of an individual depends

on the researcher’s judgement in regard to the fit of the sample member to fulfill

the required characteristics (Zikmund, Babin, Carr, & Griffin, 2010). For the

purposive of sampling technique, statement used for screening were “have you ever

seen the tutorial hijab video by HijUp featuring Laudya Cynthia Bella before?” and

“are you a female?”.

22

3.6 Data Collection Method

Primary data which directly collected from respondents were gathered

electronically using Google Form. It was disseminated through several Instant

Messaging as well as personal approaches referring to the link of the questionnaire

through Google Form. The duration to gather all of the data was about three months

from beginning October to ending December 2017.

3.7 Data Analysis

After obtaining and collecting the raw data from Google Form, the validity and

reliability tests were processed using statistical software. Validity is to which a data

truthfully represent a concept with accurate measurement, while reliability is

related to the consistency of a measure (Zikmund, Babin, Carr, & Griffin, 2010).

Some criteria of construct validity are: KMO and Barlett’s test should be more than

or equals to 0,5, communalities should be more than or equals to 0,5, total variance

should exceed 60%, and rotated component matrix should more than 0,4. On the

other hand, to assessed the realibility uses the minimum scale of coefficient alpha

which is should be at least 0,6 (Field, 2009).

Structured Equation Model (SEM) used as the tools to test the hypothesis. The

goodness of fit of the data needs to be evaluated before testing the hypothesis. The

criteria’s of the good fit are: X2-Chi Square must be ≤ 0,05 (P ≤ 0,05), the

CMIN/DF must be ≤ 5,00, the Goodness Fit Index (GFI) should between 0,05 and

0,9 (0,05 ≤ GFI ≤ 0,9), the Adjusted Fix Index (AGFI) should be between 0,05 and

23

0,10 (0,5 ≤ AGFI ≤ 0,10), then for the Trucker Lewis Index (TLI), Comparative Fit

Index (CFI), Normed Fit Index (NFI), and Inferential Fit Index (IFI) should be ≥

0,90 (TLI, CFI, IFI ≥ 0,9) and last the Root Mean Square Error of Approximation

(RMSEA) should be between 0,05 and 0,08 (0,05 ≤ RMSEA ≤ 0,08). After that, to

see the result of the hypothesis testing is through the Maximum Likelihood

Estimated in Regression Weight and the Squared Multiple Correlation. In order to

have significant hypothesis, the Critical Ratio (C.R) value and the P value should

be > 1,96 and < 0,05, while the Squared Multiple Correlation amis to see how much

the ability of exogenus variable to explain its variance to every endogenus variables

(Khine, 2013).

24

CHAPTER IV

RESULTS AND DISCUSSIONS

4.1 Validity and Reliability Test

Factor analysis was used to examine the construct validity in this study. At first,

three dependent variable were tested at the same time to find appropriate outcome.

Before obtaining a proper result, there were some items removed as the result is

below the acceptable standard. The deleted items were from Religiosity variable

for statement 1, statement 2, statement 3, and statement 5. Then, significant result

were generated after removing several items, such as the KMO and Bartlett’s Test

is 0,851 and 0,000, Communalities for Religiosity is ranged between 0,548 to

0,640, for Attitude Towards the Advertisement is 0,733 to 0,860, and Purchase

Intention from 0,716 to 0,840, Total Variance Explained is 72,667%, and last is the

Rotated Component Matrix for three independent variables were range from the

highest 0,891 to the smallest 0,656.

After that, the independent variable was added and processed together with the

three initial dependent variables to find the complete result. Eventually, a final

favorable outcome is obtained. The overall result of four variables were, KMO and

Bartlett’s Test is 0,932 and 0,000, Communalities is from 0,568 to 0,864, Total

Variance Explained is 74,188%, and Rotated Component Matrix ranged between

0,656 to 0,845.

25

Furthermore, cronbach’s alpha is used to analyze the reliability of each

dependent and indepedent variables. The reliability coefficients for all variables

were, for fifteen items of Celebrity Endorsment is 0,934, for Religiosity which

consist of four items is 0,725, for four item from Attitude towards the

Advertisement is 0,927, and three items of Purchase Intention is 0,878. In sum, all

constructs measure were consistently defining that the instrument is reliable. The

complete result of validity and reliability test are shown in Appendix 4a, 4b, 4c, 4d,

4e, 4f, 4g, 4h, and 4i.

4.2 Respondent’s Profiles

Of the 383 total questionnaires, 277 responses were completely usable for this

study. Besides, at the beginning of the questionnaire, two screening questions were

given to the respondents before they were able to continue to the next section. In

further, four demographics questions covering the residence, age, educational level,

and occupations of respondents were appeared. Below is the detail explanation of

respondent’s profiles.

1. Respondents by Screening Questions

Table 4.1 Respondents by Screening Questions

On the first section of the questionnaire, the response show as much as

103 (27%) people were never seen the advertisement, while 280 (73%)

26

people were answer that they ever watched the hijab tutorial by Laudya

Cynthia Bella in HijUp Youtube Channel.

In term of gender, there were only 3 (1%) people responses as not a

female, and the rest 277 (99%) were female and qualified to continue to

fill out the complete questionnaire.

2. Respondent’s Profiles

Table 4.2 Respondents Profiles

The detail information about respondent demographics were as follows

(Table 4.2).

The greater number of residence distribution were from Bekasi City

with 69 (25%) people, 44 (16%) people were live in Bandung City, 43

(16%) people were from Bogor City, 20 (7%) people stay in Depok

City, 17 (6%) people remains in Sukabumi City, 8 (3%) people in

Cirebon City, 6 (2%) people in Cimahi City, 4 (1%) people live in

Tasikmalaya City, and 66 (24%) people were account for others which

represented to small districts around Jawa Barat province.

For the respondents age distribution, most of the respondents were age

between 18 to 27 years old with 252 (91%) responses, while 9 (3%)

people were age 28 to 37 years old, 7 (3%) person were age 47 years

old and above, 6 (2%) person were age 17 years old and below, and only

3 (1%) person were age 38 to 48 years old.

27

In line with the age distribution, the majority of respondents’

educational level is Bachelors Degree with 181 (65%) responses, the

Diploma graduate as much as 61 (22%) person, High School with 31

(11%) person, and Master Degree with 4 (2%) person.

At last, the occupations distribution of the respondents were 184 (66%)

responses come from students, 47 (17%) people were work as private

employees, 18 (6%) people were unemployeed, 13 (5%) people were

represent house wife, 5 (2%) people were worked as civil servant, and

10 (4%) were answer for others (entrepreneur, freelancers, etc).

4.3 Descriptive Analysis

1. Celebrity Endorsement

Table 4.3 Celebrity Endorsement Data Summary

Based on Table 4.3 above, it is explained the result from respondent for

celebrity endorsement variable. In term of attractiveness of using hijab,

the respondent were giving response to Laudya Cynthia Bella as

follows, as much as 92% or 255 were choose neutral until strongly agree

that she is an expert, 81,5 or 236 were neutral until strongly agreee that

she is an experienced, 88,5% or 245 were neutral until strongly agree

that she is knowledgable, 93,4% or 259 were neutral until strongly agree

28

that she is qualified, and 93,5% were choose neutral until strongly agree

that she is skillful.

Meanwhile, for the trustworthiness dimension responses, 93,9% or 260

were neutral until strongly agree that Laudya Cynthia Bella is a

dependable person, 94,2% or 261 were choose neutral until strongly

agree Laudya Cynthia Bella is honest person, 94,7% or 262 were neutral

until strongly agree that Laudya Cynthia Bella is reliable person, 97,2%

or 269 were neutral until strongly agree that Laudya Cynthia Bella is a

sincere person, and 97,2% or 269 were neutral until strongly agree that

Laudya Cynthia Bella is trustworthy person.

Afterthat, the respondent’ answer for Laudya Cynthia Bella level of

expertise as an endorser were as follows, 99% or 274 were choose

neutral until strongly agree that she is an attractive person, 98,2% or 272

were neutral until strongly agree that she is a classy person, 99,7% or

276 were neutral until strongly agree that she is beautiful person, 99,2%

or 275 were choose neutral until strongly agree she is stylish person,

and 100% or 277 were choose neutral until strongly agree she is an

appealing person.

2. Religiosity

Table 4.4 Religiosity Data Summary

29

According to Table 4.4 above, it define the religiosity response from

respondent, thus, it can be explained that 98,2% or 272 were neutral

until strongly agree that they regularly offer prayer five times a day,

98,9% or 274 were choose neutral until strongly agree happily and

willingly pay their zakat on time, 98,2% or 272 were neutral until

strongly agree that they were enjoy speding time with others of their

religious affiliation, and 98,9% or 274 were neutral until strongly agree

that religious beliefs influence what they buy.

3. Attitude Towards the Advertisement

Table 4.5 Attitude Towards the Advertisement Data Summary

Referring to Table 4.5 which describe about the attitude towards the ads

from respondent, it can be understand that, 98,52% or 273 were neutral

until strongly agree that the advert was very good, 97,8% or 271 were

neutral until strongly agree that the advert was enjoyable, 96,4% or 267

were neutral until strongly agree that the advert was interesting, and

95,7% or 265 were neutral until strongly agree that there was a lot about

the advert they learned.

4. Purchase Intention

Table 4.6 Purchase Intention Data Summary

At last, on the Table 4.6 that illustrates the respondents intention to

purchase HijUp product which endorsed by Laudya Cynthia Bella were

30

as much as, 78,3% or 216 were neutral until strongly agree to purchase

the endorsed product, 81,6% or 226 were neutral until strongy agree to

consider purchasing the endorsed product, and 66,8% or 185 were

neutral until strongly agree that definitely purchase the endorsed

product.

4.4 Inferential Analysis

Appendix 4j Result of Model Fit of SEM

The result of model fit SEM can be seen in Appendix 4j. The summary result

shows that the value of CMIN/DF is 2,125, GFI is 0,850, AGFI is 0,815, IFI is

0,939, TLI is 0,929, CFI, 0,938, and RMSEA is 0,064 which means all of the value

are fit with the criteria and can be concluded if the SEM model are good fit. Hence,

the SEM model is acceptable and allowed for further analysis.

Appendix 4k Structural Equation Modeling

The conceptual models and the hypothesis in this study is examined using

Structural Equation Modeling (SEM) analysis. There are four variables which

consist of one independent variable (Celebrity Endorsement) and three dependent

variables (Religiosity, Attitude Towards the Ads, and Purchase Intention) included

in the analysis. In order to test the hypothesis, the first step need to be done is

drawing the path diagram. However, from four variables only twenty six items out

of thirty items which has passed the validity test are given the path diagram, the

31

four non valid items from Religiosity are not tested and not included in the SEM

analysis. Afterwards, the final result of SEM model fit is shown in Appendix 4k.

Appendix 4l Squared Multiple Correlation

Further, assessing the result of Squared Multiple Correlations is needed to

explain how much the variance given from the independent variable as a predictors

to its dependent variables. As shown in Appendix 4l, the religiosity only represent

0,148 or 14,8% of its variance and the rest 85,2% can be explain by the other

factors, while the attitude towards the ads is representing 45,9% (0,459) of its

variance and the rest 54,1% might be explain from other factors, and last, the

purchase intention is represent the biggest result which is 0,615 or 61,5% of its

variance and the remaining 38,5% can be explain by other factors which are not

belongs in this research.

Appendix 4m Hypothesis Testing

After conducting the model fit test, next step is to check the hypothesis test

through Regression Weight by looking at the Critical Ratio value and the P value.

In result, from three hypothesis of celebrity endorsement, one hypothesis for

celebrity trustworthiness (H1.1) is rejected because the C.R value is 1,615 and P

value is 0,106. Moreover, one more hypothesis from the second proposed

hypothesis of celebrity endorsement which is celebrity attractiveness (H2.3) is also

rejected because the C.R value and P value is -1,789 and 0,074. Thereupon, this

research use the result from celebrity endorsement to religiosity, then religiosity to

32

attitude towards the advertisement and purchase intention to draw the conclusion

for the mediating effect. As the result, there are two dimension of celebrity

endorsement with C.R value and P value are not fulfilling the requirements. The

C.R value and P value for celebrity expertise are -0,669 and 0,504, while the C.R

value and P value for celebrity trustworthiness are 0,584 and 0,559. Subsequently,

the C.R value and P value of religiosity to attitude towards the ads are 0,330 and

0,741, while for religiosity to purchase intention the C.R value is -0,409 and P

value is 0,683. In sum, religiosity does not mediates the relationship between

celebrity endorsement to attitude towards the ads (H3) and purchase intention

(H4). At last, the result for attitude towards the advertisement to purchase intention

is supported as the C.R value is 5,410 and P value is <0,001. The details of

Regression Weights is given in Appendix 4m.

Appendix 4n Standardized Regression Weight

The results of the standardized regression weight is explain about the influence

of one variables to the other variables. It is shows that Expertise has -6,4%,

Trustworthiness has 6,9% and Attractiveness has 36,5% of influences to

Religiosity. Next, Expertise has 40,6%, Trustworthiness has 13,9% and

Attractiveness has 23,4% of influences to Attitude towards the Advertisement.

Then, Expertise has 40,5%, Trustworthiness has 24,9% and Attractiveness has -

13% of influences to Purchase Intention. After that, Religiosity has 2% of

influences to Attitude towards the Advertisement and -2,3% of influences to

Purchase Intention. At last, Attitude towards the Advertisement has 34,9% of

33

influences to Purchase Intention. The result of Standardized Regression Weights

is shown in Appendix 4n.

4.5 Discussions

The finding of this study shows that source expertise and attractiveness

significantly affects customer attitude towards the advertisement, while

trustworthiness does not seem to affect consumer attitude towards the ads. This

result is different with the previous literature which suggest a positive attitude

toward the advertisement is contructed by trustworthiness, expertise, and

attractiveness of an endorser (Munnukka, Uusitalo, & Toivonen, 2016).

Nevertheless, the earlier study by Sallam (2011) is suggested the same result with

this study. It explain that the consumer is impacted by endorser attractiveness and

expertise to trigger their attitude toward advertisement. Accordingly, this study

shows that Muslim women in Jawa Barat are motivated by the physical appearance

and professionalism of an endorser (Laudya Cynthia Bella) in order to deliver

favorable attitude towards the advertisement, however they were not have much

confidence upon the endorser (Laudya Cynthia Bella) which result to unpleasant

attitude towards the ads (Rezvani, Dehkordi, Rahman, Fouladivanda, Habibi, &

Eghtebasi, 2012).

Other than that, this study reveal that expertise and trustworthiness of an

endorser are significantly influences customer purchase intention, however,

attractiveness does not affect their buying intention. This result seems to contrast

34

with previous study by Samat, Ramlee, Bakar, Annual, & Rasid (2016), they

claimed that attractiveness, expertise and trustworthiness are significantly linked

to online purchase intention. However, in terms of attractiveness have no influence

with purchase intention is found to be in line with the study from Hassan & Jamil,

(2014). They stated that due to strong affiliation of consumers with the brand, so

they were not inspired by attractiveness of the endorser but more concern about

quality, taste and fit of the product. Hence, this result reflects that endorser (Laudya

Cynthia Bella) characteristics are less important to determine the hijab purchase

intention, while the quality (skills in using hijab) and integrity of an endorser

(Laudya Cynthia Bella) are more valuable to generate the hijab purchase intention

of Muslim women in Jawa Barat.

The present study indicates that religiosity is not mediates the relationship

between celebrity endorsement to both customer attitude and purchase intention.

It reveal that the influence of celebrity endorsement to religiosity is rejected, and

the influence of religiosity to customer attitude and purchase intention are not

supported as well. This result support previous finding from Mansour & Diab

(2016). From the research they have been done before, the result show that

religiosity correlates negatively with celebrity credibility, attitude towards the

advertisement and purchase intention, which reflects that the more religious the

respondent, the more negative attitude the respondent develops, the lower purchase

intention they have, and the less credibile they find the celebrities. Therefore, the

result of this study explain that there is still lack of understanding in using proper

35

hijab for Muslim women in Jawa Barat as the direct relationship from celebrity

endorsement are more strengthen their attitude and purchase intention compare

with the result of the mediation effect of religiosity.

At last, this study empirically show that attitude towards the advertisement is

significantly influence customer purchase intention. It found that the results are

consistent with prior studies by Ahmed (2016) and Suki (2014). Specifically, the

finding support an understanding of hijab purchase intention from Muslim women

in Jawa Barat would be greater if they have develops favorable attitude towards

the advertisement in the beginning.

36

CHAPTER V

CONCLUSION

5.1 Hypothesis Answers

To answer the hypothesis proposed in the study, result from previous

analysis are as follows; 1) customer attitude towards the advertisement

influences by the role of celebrity expertise and attractiveness, but not by

celebrity trustworthiness, 2) celebrity expertise and trustworthiness influences

customer purchase intention, while celebrity attractiveness not influences their

intention to buy, 3) religiosity does not mediates the relationship between

celebrity endosement and attitude towards the ads, 4) religiosity does not

mediates the relationship between celebrity endorsement and purchase

intention, and 5) attitude towards the advertisement influences purchase

intention. Accordingly, three from five proposed hypotheses of this study are

supported.

5.2 Future Recomendations

The use of an endorser as an element in the promotional mix has

increased significantly over the past few years (Wei, Wu, & Li, 2013). Hence,

choosing the right endorser is essential for company in order to obtain the

effectiveness from marketing strategy. From the previous analysis, it appears

37

that some areas need more further examination. At this time, this study only use

three dimension of celebrity endorsement (expertise, trustworthiness, and

attractiveness), and it could be more interesting to examine other factors like

similarity (Munnukka, Uusitalo, & Toivonen, 2016), meaning transfer model

(Roy & Jain, 2017), and fit between the endorser and the endorsed product

(Wei, Wu, & Li, 2013) so that more comprehensive result related to celebrity

endorsement can be explored.

Furthermore, this study examine the celebrities’ endorsement

advertisement in online media (Youtube) only, so for future research could be

extended to investigate the effectiveness of using an endorser on other different

media such as television commercials (Mansour & Diab, 2016), printed media

(Sallam, 2011) and so on.

38

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43

APPENDICES

Appendix 1 Online Questionnaire

44

45

46

47

48

49

50

51

52

Source:

https://docs.google.com/forms/d/1sqL0ooy2BXWuB4DuwfPDxbmWabO3tK0IKpYgY

4pHhB0/viewform?edit_requested=true

53

Appendix 2 Data Tabulation

Celebrity Endorsement (Expertise) Celebrity Endorsement (Attractiveness)

CE1 CE2 CE3 CE4 CE5 CE6 CE7 CE8 CE9 CE10

6 5 7 6 7 7 6 7 6 6

5 6 5 5 5 6 6 6 6 6

4 3 3 4 4 3 5 6 6 5

7 7 7 7 7 7 7 7 7 7

4 5 5 5 5 4 4 4 5 5

3 6 6 5 7 6 6 5 6 6

4 4 4 4 4 4 4 4 4 4

4 5 5 4 4 6 6 5 6 6

6 5 5 5 6 6 5 5 6 5

4 5 4 4 3 5 5 4 6 7

6 6 5 5 6 6 5 5 6 6

6 3 6 6 4 6 4 6 6 6

4 5 4 7 5 5 6 5 5 5

4 5 5 5 5 5 5 5 4 4

6 6 6 6 6 6 6 6 6 6

5 5 5 5 5 5 4 4 4 4

6 6 6 6 6 6 6 6 6 6

5 5 6 6 6 6 6 6 6 6

5 5 5 5 7 5 5 4 5 5

5 5 5 6 6 7 7 6 7 7

6 3 5 7 6 6 6 6 6 6

6 6 6 6 6 6 6 6 6 6

4 4 4 4 4 3 3 3 3 3

5 5 5 5 5 5 5 5 6 5

5 5 6 7 7 7 7 7 7 7

5 4 5 6 5 7 6 6 7 7

6 5 5 4 7 7 6 6 6 7

6 5 5 7 7 5 5 5 6 5

3 4 5 6 6 6 6 6 6 6

7 7 7 7 7 7 7 7 7 7

4 4 4 4 4 5 5 4 4 4

4 3 4 5 5 5 6 4 6 4

3 3 3 5 3 4 5 5 6 6

7 7 6 7 6 7 7 6 6 6

6 6 5 5 5 5 5 5 5 5

3 3 4 3 4 4 5 4 5 5

5 7 7 5 7 4 3 6 3 2

5 5 5 6 5 7 7 7 7 7

5 5 5 5 5 5 3 3 3 3

7 7 7 7 7 2 6 6 7 7

7 7 7 7 7 6 6 7 7 7

5 5 5 7 4 6 7 6 7 7

54

6 6 6 6 7 6 7 7 7 7

5 5 5 5 5 3 5 7 5 5

5 5 5 5 5 4 4 4 4 4

4 4 4 4 4 3 4 4 4 4

5 4 5 6 6 6 6 5 5 5

6 6 6 6 7 5 5 6 6 7

5 5 6 5 5 5 6 6 7 6

7 7 7 7 7 7 7 7 7 7

5 5 5 5 5 6 5 5 6 6

6 6 6 6 6 5 4 4 4 4

4 2 3 3 5 5 4 6 5 5

7 5 5 6 7 6 5 5 5 5

5 5 5 5 6 6 6 6 6 6

7 6 7 7 7 5 5 5 6 6

4 2 2 4 3 4 4 4 3 3

5 3 3 6 6 4 4 4 4 4

5 6 4 3 6 5 4 5 4 4

7 7 7 7 7 7 7 7 7 7

4 6 5 5 4 7 6 7 7 7

5 5 6 4 3 6 6 4 4 4

3 3 4 4 5 3 2 4 5 3

7 7 7 7 6 7 7 6 7 7

7 4 5 6 6 6 6 7 5 6

7 6 5 5 5 6 6 6 6 6

7 7 7 7 7 7 6 6 6 6

4 4 4 2 4 3 7 3 7 7

3 2 3 6 3 3 4 2 4 4

6 6 6 6 6 6 6 6 6 6

4 3 3 4 4 5 6 6 5 6

6 4 5 5 5 6 6 6 6 6

3 3 4 3 3 4 4 4 4 4

5 4 5 6 5 6 6 6 5 5

5 4 4 5 5 5 5 5 5 5

5 6 5 5 5 5 5 5 5 7

5 4 2 3 4 4 4 3 5 4

4 3 5 6 4 7 7 7 7 7

5 5 5 4 5 5 5 5 5 5

7 6 7 6 6 4 4 4 5 4

6 5 5 6 7 5 5 5 5 5

5 5 5 5 6 5 5 5 5 5

6 6 4 4 6 4 4 6 4 6

4 4 4 4 4 4 5 5 4 4

6 5 4 7 7 5 5 5 5 5

6 5 5 7 7 7 7 7 6 7

5 5 6 7 5 7 6 6 6 6

7 4 5 5 6 6 6 6 7 5

55

3 3 3 5 4 3 3 3 4 3

7 7 7 7 7 7 7 7 7 7

5 5 5 6 6 7 7 7 7 7

5 5 5 5 5 6 6 6 6 7

5 5 4 4 4 5 5 5 5 5

5 5 5 6 6 6 6 5 6 5

4 5 5 7 5 3 5 5 4 4

4 5 5 5 5 5 5 5 5 5

4 5 5 4 4 4 4 4 5 4

7 6 6 5 6 6 6 6 7 6

6 6 6 6 6 7 6 7 6 7

5 6 5 5 5 6 5 6 5 5

5 5 5 5 5 6 6 6 5 6

5 5 5 5 5 5 6 5 6 6

7 4 5 6 5 6 4 5 5 4

5 6 5 6 6 6 5 5 5 6

7 7 4 4 4 4 6 4 6 5

5 6 6 7 5 4 3 4 5 4

5 5 6 6 6 4 4 4 4 4

6 5 6 7 7 7 7 6 7 7

6 6 5 5 7 7 6 6 6 6

4 6 6 6 6 5 5 5 7 7

5 5 6 6 6 5 5 5 5 6

5 5 3 5 5 7 5 5 5 5

5 5 5 5 5 5 5 5 5 5

5 4 5 7 5 6 6 6 6 5

6 5 7 6 7 7 7 6 7 7

7 1 1 7 7 7 4 7 4 4

5 5 5 7 5 7 6 7 6 7

6 7 6 6 5 6 7 6 6 6

4 4 3 5 4 4 4 4 4 4

6 5 5 6 6 6 6 6 7 7

4 4 3 5 5 5 3 5 4 4

5 5 3 5 5 5 5 5 5 5

5 5 5 5 6 5 5 5 5 5

3 2 2 4 4 4 5 6 6 6

4 5 4 6 4 6 5 5 7 7

5 3 4 4 6 5 5 5 5 5

5 2 3 7 5 6 7 6 6 5

6 6 6 6 6 6 6 6 6 6

5 5 5 5 5 4 3 4 3 4

5 5 5 5 5 5 5 5 5 5

5 4 5 6 6 6 6 6 6 6

5 5 6 7 6 6 6 6 6 6

6 4 5 4 5 6 6 6 6 6

6 6 6 6 6 6 5 5 6 6

56

4 2 3 5 3 3 3 2 2 4

3 4 2 2 2 4 5 5 5 6

4 3 3 3 4 5 5 4 6 5

5 5 6 6 6 5 5 5 5 5

4 2 3 3 3 4 4 4 4 4

4 3 4 4 3 4 4 4 5 5

4 4 4 5 5 5 5 5 4 5

5 4 4 5 5 5 5 5 5 5

4 4 4 4 4 6 4 6 5 6

4 2 2 3 6 4 3 3 4 4

5 5 4 5 5 4 4 4 4 4

5 5 5 6 6 7 6 6 6 6

4 4 4 5 4 4 4 4 4 4

3 3 4 3 3 4 4 4 4 4

4 6 5 7 6 6 6 6 6 6

5 3 4 5 4 5 5 5 5 5

5 5 4 2 7 6 5 5 6 6

5 6 5 6 6 6 6 6 6 6

5 5 5 5 5 5 6 6 5 5

6 6 6 6 6 7 6 6 6 7

5 5 4 4 7 5 4 5 7 7

5 4 4 7 5 6 4 5 7 5

5 5 5 6 5 5 5 5 5 5

5 6 5 6 5 6 6 6 7 6

6 4 5 6 7 6 5 6 5 6

5 5 4 6 5 6 6 7 7 7

5 5 5 5 4 6 6 5 7 6

5 5 5 6 5 6 6 6 6 6

6 6 6 6 6 5 5 7 7 6

6 6 6 6 6 5 5 7 7 6

5 4 4 5 6 5 6 5 6 5

4 6 4 5 5 6 7 5 5 6

5 4 5 5 5 4 6 6 7 6

5 4 5 7 6 7 7 7 7 7

3 3 3 3 7 4 5 3 5 4

7 6 5 6 6 6 7 7 7 7

4 4 3 4 4 4 4 4 4 4

7 7 7 7 7 7 7 7 7 7

6 5 5 6 6 7 6 7 7 6

5 6 5 5 5 4 4 5 5 4

6 7 7 7 7 7 7 5 5 5

5 4 4 4 5 4 5 4 5 5

3 2 2 4 3 2 5 4 6 6

6 6 5 5 6 4 4 5 5 5

6 3 4 4 5 4 4 4 4 4

5 5 5 5 5 5 4 4 4 4

57

4 3 4 6 4 5 6 6 7 7

5 4 5 6 5 5 5 5 7 6

6 6 5 5 6 6 6 6 6 6

7 7 7 7 6 7 6 6 6 6

5 5 4 5 4 5 5 5 5 5

4 4 4 4 4 4 3 3 2 4

7 6 5 7 5 7 7 7 6 6

5 4 5 4 4 4 4 5 5 5

6 6 5 5 7 5 5 6 7 5

5 5 4 4 4 4 4 4 5 5

4 5 4 4 4 4 5 5 6 6

4 5 5 5 7 5 5 6 6 5

6 5 5 6 6 6 6 6 6 6

5 4 4 6 6 5 5 5 5 4

5 4 3 4 5 5 6 5 5 5

6 6 6 6 6 6 6 6 5 5

4 4 4 4 4 4 4 4 4 4

6 6 6 6 6 7 7 7 7 7

4 3 4 5 4 3 5 5 5 5

3 5 5 4 4 6 7 4 6 6

4 2 4 4 4 5 6 5 4 6

3 3 4 4 4 6 6 6 6 6

5 4 4 4 4 5 4 4 4 4

4 3 3 5 5 7 6 6 5 4

7 6 6 6 7 7 7 7 6 7

5 6 7 6 7 5 5 5 5 5

7 7 7 7 7 6 5 5 5 5

6 6 6 6 6 6 4 5 5 5

7 7 7 7 7 7 7 7 7 7

3 4 4 5 2 5 4 4 6 5

6 5 5 3 6 4 4 4 4 4

4 5 4 5 3 4 5 5 4 5

7 7 7 7 7 5 7 6 7 6

4 4 4 4 4 3 3 3 4 4

6 4 6 6 6 6 5 6 6 6

7 7 7 7 7 7 7 7 7 7

6 5 5 5 5 5 5 5 6 6

6 6 7 7 7 6 5 5 6 6

5 5 5 5 5 4 4 4 4 4

3 2 1 3 2 3 4 4 5 5

6 5 5 5 5 5 5 5 5 5

7 7 7 7 7 7 7 7 7 7

6 4 5 5 5 5 4 4 4 5

6 5 5 5 5 5 6 5 5 5

7 7 6 7 7 7 7 6 7 7

6 5 6 5 5 5 5 5 5 5

58

3 6 5 6 6 5 6 5 5 6

3 3 3 4 3 6 6 6 6 6

6 7 6 7 7 7 7 7 7 7

4 3 3 3 5 4 4 5 4 4

5 5 6 7 7 6 7 7 7 7

6 7 7 6 5 7 5 5 7 6

6 7 7 5 6 7 6 6 7 5

7 6 5 7 6 7 7 6 7 6

7 6 6 6 5 7 7 6 7 5

7 6 7 6 7 6 7 7 7 7

5 6 7 5 6 6 6 5 7 6

7 7 7 7 7 7 7 7 7 7

5 5 5 6 7 7 6 5 5 4

6 5 5 2 6 4 5 5 5 3

6 6 7 5 7 6 6 6 6 5

5 5 5 6 5 6 6 6 7 6

4 2 2 4 3 6 6 6 6 6

5 6 6 6 7 6 4 5 5 5

6 6 5 6 7 7 6 6 7 6

6 7 7 6 6 7 6 6 6 6

7 6 6 7 5 7 6 7 7 6

6 7 7 7 6 7 7 6 5 6

7 7 7 7 6 5 7 6 7 7

6 5 5 5 6 5 6 5 5 5

7 7 7 7 7 5 5 5 6 5

7 7 7 6 7 6 5 6 5 5

7 7 7 6 6 7 5 6 7 7

4 4 4 5 5 4 3 4 4 4

6 7 6 7 7 7 7 5 5 4

6 7 7 6 5 7 7 6 7 6

7 7 7 7 7 6 6 6 5 6

7 7 6 7 6 6 6 6 6 7

7 7 7 7 6 7 6 6 7 7

7 7 7 6 7 6 6 6 7 7

6 7 7 6 7 7 6 7 6 7

6 6 6 6 6 5 5 5 4 4

6 6 6 6 6 6 4 6 5 5

5 5 5 6 5 4 4 4 4 4

3 3 3 3 3 4 5 3 6 4

7 7 6 7 6 7 7 6 6 7

3 2 3 4 5 4 4 3 3 3

4 4 4 4 4 4 4 4 4 4

4 4 4 4 4 4 4 4 4 4

2 3 4 7 4 3 3 3 4 4

5 5 4 6 7 3 3 3 4 4

4 4 4 4 4 4 4 4 4 4

59

6 6 7 5 6 6 5 4 7 7

6 6 6 7 6 6 6 6 6 6

4 4 4 4 4 4 3 4 4 4

6 6 6 6 6 5 5 6 5 5

6 6 6 6 6 6 6 6 6 6

Celebrity Endorsement (Trustworthiness)

CE11 CE12 CE13 CE14 CE15

7 7 7 7 7

6 6 6 6 6

5 5 4 5 6

7 7 7 7 7

5 6 6 6 6

7 6 7 6 6

4 4 4 4 4

6 5 7 5 5

5 6 5 6 6

7 7 7 7 6

6 5 6 6 6

7 7 7 7 7

7 6 7 5 6

6 5 6 7 5

6 6 6 6 6

5 5 5 5 4

6 6 6 6 6

6 6 6 6 6

7 5 7 7 7

7 7 7 6 7

6 6 7 6 6

6 6 6 6 6

5 4 6 6 6

6 5 6 6 6

7 7 7 7 7

7 7 7 7 7

6 6 6 6 6

7 7 7 7 7

6 6 7 6 6

7 7 7 7 7

4 4 6 5 5

6 6 7 6 5

5 6 6 6 6

7 7 7 7 7

5 5 5 5 5

5 6 7 6 6

7 7 7 7 5

60

7 7 7 6 6

3 3 5 6 5

7 7 7 7 7

7 7 7 7 7

7 6 7 7 7

7 6 6 7 7

6 5 7 7 6

4 4 5 4 4

4 4 4 4 4

6 5 6 6 6

7 7 7 7 6

7 7 7 7 7

7 7 7 7 7

7 7 7 7 7

6 6 6 6 6

6 7 7 6 7

7 7 7 7 7

6 6 6 6 6

7 7 7 7 7

5 7 6 5 4

5 5 6 6 5

6 6 6 6 6

7 6 7 7 7

7 7 7 7 7

6 6 6 5 6

6 6 7 6 6

7 7 7 7 7

7 6 7 7 7

5 5 5 6 6

7 7 7 7 7

7 7 7 7 7

4 4 5 6 6

7 7 7 7 7

6 6 7 6 6

6 6 7 6 7

6 6 7 7 7

6 6 6 6 6

5 5 5 5 5

5 5 6 6 6

6 5 7 6 6

7 7 7 7 7

5 5 6 5 5

6 5 7 7 7

6 6 7 7 7

6 5 7 6 6

7 5 6 6 6

61

6 6 4 6 6

7 6 6 6 6

7 6 7 7 7

7 7 7 6 7

6 7 7 7 7

6 5 6 5 5

7 7 7 7 7

7 7 7 7 7

7 7 7 7 7

6 5 6 6 5

6 7 6 6 6

7 7 7 7 7

6 6 7 6 5

6 6 6 5 5

7 7 7 7 7

7 7 6 7 7

6 6 6 6 6

7 6 7 7 7

6 6 6 6 6

7 7 7 7 6

7 6 5 6 7

7 6 7 7 5

7 6 7 7 6

7 6 7 7 7

7 7 7 7 7

6 6 6 7 6

7 7 7 7 7

6 6 7 7 6

7 7 7 7 7

6 6 6 6 7

6 6 7 7 7

5 5 6 7 7

7 7 7 7 7

7 7 7 6 7

7 7 7 7 6

6 4 6 6 4

7 7 7 7 7

6 6 6 6 6

5 5 6 5 5

7 6 6 6 6

7 7 7 7 7

7 7 7 7 7

6 6 6 6 6

7 6 7 7 7

6 6 6 6 6

4 3 6 6 4

62

5 5 5 5 5

7 7 7 7 7

7 7 7 7 7

6 6 6 6 6

6 7 6 6 6

7 2 6 7 7

4 6 7 3 6

6 6 7 6 6

6 6 6 6 6

4 4 5 5 5

6 6 7 6 6

6 6 6 6 6

6 6 7 7 7

7 6 7 6 7

7 5 7 7 6

5 6 6 6 4

6 7 6 7 6

5 5 5 4 5

3 3 4 4 4

6 6 6 6 6

7 6 6 7 6

7 7 7 7 7

7 7 7 7 7

6 6 6 6 5

7 6 7 7 7

7 7 7 7 7

7 7 7 7 5

6 6 7 7 7

7 6 7 7 6

7 7 7 7 7

7 7 7 6 6

7 7 7 7 7

7 6 7 6 6

7 7 7 7 7

7 7 7 7 7

7 6 6 6 6

7 7 7 6 7

6 6 7 6 6

7 7 7 7 7

6 5 6 6 4

7 7 7 7 7

1 2 2 3 4

7 7 7 7 7

7 6 7 7 7

6 6 7 7 7

7 7 7 7 7

63

6 6 7 7 6

6 6 6 6 6

6 5 7 7 6

6 5 6 6 6

4 4 4 6 4

7 7 7 6 6

7 7 7 6 7

6 6 7 6 6

7 7 6 7 6

5 5 7 5 5

4 4 5 6 5

7 7 7 7 7

5 4 6 7 6

6 6 7 7 6

5 5 6 6 6

7 6 7 5 6

7 7 7 6 7

7 7 7 7 7

6 6 6 6 6

6 6 6 6 6

6 7 6 7 6

6 6 6 6 6

7 7 7 7 7

6 4 6 6 6

7 7 7 6 6

7 6 7 5 5

6 6 6 6 6

6 6 6 5 5

7 6 7 7 7

7 7 7 7 6

5 6 6 7 6

7 7 7 7 7

6 6 7 6 6

7 7 7 7 7

7 6 7 7 6

6 4 6 6 4

5 6 6 6 5

7 7 7 7 7

6 6 7 7 7

7 6 7 7 7

7 7 7 7 7

7 5 7 7 6

7 6 6 6 6

6 6 6 5 5

4 4 6 6 6

5 5 5 4 4

64

7 7 7 7 7

7 6 7 7 7

6 5 5 5 5

6 7 7 7 7

7 6 7 5 7

7 7 7 7 7

6 6 6 6 6

7 7 7 7 7

6 6 7 7 6

7 7 7 7 7

6 6 7 5 7

7 6 6 7 5

7 6 7 7 7

6 7 7 7 6

7 7 7 7 7

6 6 6 6 6

7 7 7 7 7

7 5 6 7 7

7 6 7 7 7

6 6 6 6 7

7 6 6 5 7

7 7 7 7 7

6 5 6 6 6

5 6 7 7 5

7 7 7 6 7

6 5 7 6 6

6 7 6 7 7

6 6 7 7 6

5 4 6 6 7

7 7 7 7 7

7 7 7 7 5

7 6 7 6 6

6 5 6 6 5

7 7 6 7 6

7 7 7 7 6

7 7 7 7 6

7 7 7 7 7

6 6 6 7 7

7 7 6 7 6

7 7 7 7 6

6 5 6 6 6

7 6 7 6 6

4 4 5 5 4

6 6 6 5 5

7 7 6 7 7

5 6 6 7 6

65

6 4 6 6 6

4 4 4 4 4

6 5 6 7 4

6 6 6 6 5

5 4 5 5 4

6 7 4 7 7

7 7 7 7 7

4 4 6 6 6

6 6 6 7 6

6 6 6 7 6

Religiosity

RLG1 RLG2 RLG3 RLG4 RLG5 RLG6 RLG7 RLG8

6 6 6 6 7 7 7 7

5 4 5 7 7 7 5 6

4 4 3 7 7 7 6 7

7 7 7 7 7 7 7 7

4 4 4 7 7 6 6 6

7 6 6 7 7 7 7 6

4 4 4 4 4 4 4 5

3 3 4 2 3 7 7 6

4 5 6 4 7 7 6 7

4 4 5 4 6 6 6 4

5 4 6 5 7 7 6 5

7 6 5 7 7 7 7 7

7 7 6 7 7 7 7 7

5 5 5 7 7 7 5 6

6 6 6 7 7 7 6 6

4 5 4 7 7 6 6 6

6 6 6 6 6 6 6 5

5 5 6 7 7 7 6 6

6 5 7 7 7 7 7 7

5 5 5 6 6 7 7 7

4 5 5 7 7 4 7 7

6 6 6 7 7 6 6 6

4 4 5 4 7 5 5 7

4 4 4 7 7 6 6 5

5 6 7 7 7 7 3 7

4 4 4 6 7 4 7 7

5 6 5 7 7 7 7 7

6 6 6 7 7 6 7 7

4 3 4 6 7 7 7 6

6 6 7 6 7 7 7 7

5 5 4 4 6 5 3 5

4 3 4 6 7 7 7 6

66

6 5 6 7 7 7 7 6

7 7 7 7 7 7 7 7

5 5 5 5 5 5 5 5

6 6 4 7 7 5 7 7

3 3 3 7 7 7 7 7

7 7 6 7 7 7 7 7

5 3 5 7 7 7 7 7

7 6 7 7 7 7 7 7

7 5 5 7 7 7 7 6

5 7 5 7 7 7 6 7

7 7 7 7 7 7 7 7

5 5 6 6 7 7 7 7

3 3 4 6 7 5 6 6

5 4 6 7 7 7 7 5

7 7 7 7 7 7 7 4

5 4 5 6 7 7 5 7

5 5 4 7 7 7 6 6

4 3 5 5 7 7 7 7

6 5 7 7 7 7 7 5

3 5 4 4 5 4 5 5

5 7 4 7 7 7 7 7

7 5 5 4 5 5 6 5

5 5 4 6 6 6 6 6

3 5 4 7 5 7 6 4

6 6 6 6 7 7 7 7

3 3 4 5 7 6 6 6

5 5 6 4 6 7 5 6

7 7 7 7 7 7 7 7

4 6 5 7 7 7 7 7

7 5 4 7 7 7 7 4

5 3 4 7 7 7 6 7

4 3 3 7 7 7 4 4

6 5 5 7 7 7 7 7

5 5 5 5 5 5 5 6

6 5 4 7 7 6 6 6

4 1 2 7 7 7 7 7

7 7 7 7 7 7 7 7

5 5 5 7 7 6 6 5

7 7 5 7 7 7 7 7

2 3 2 6 6 6 6 6

1 2 4 7 7 7 7 7

3 4 4 7 7 7 7 7

4 4 4 7 7 7 7 6

4 5 7 5 5 5 5 5

4 4 3 6 6 6 4 4

6 6 5 7 7 7 7 7

67

6 5 5 7 7 7 7 7

3 3 3 6 7 5 7 7

3 4 4 7 7 7 6 7

4 4 4 5 7 7 5 6

5 5 6 6 6 4 6 7

3 2 2 6 7 7 7 7

4 3 5 7 7 6 7 7

6 6 6 7 7 6 6 6

3 4 3 7 7 6 5 6

7 7 6 6 7 7 7 4

7 5 5 7 7 7 7 7

5 6 5 5 7 7 7 7

6 5 5 7 7 7 6 7

2 5 5 6 7 7 7 7

4 5 5 4 7 7 7 6

5 4 4 7 7 5 6 6

6 7 7 5 6 7 6 5

7 4 4 7 7 7 7 7

3 3 4 6 7 6 6 6

7 7 7 7 7 7 7 6

7 6 6 6 6 6 6 4

2 3 3 5 7 7 7 7

5 5 5 5 6 6 5 7

7 6 5 6 7 7 7 7

2 3 5 7 7 7 7 7

5 4 6 7 7 7 5 6

6 6 5 7 7 7 7 7

3 3 3 5 7 6 4 5

5 5 6 7 7 7 7 7

4 5 6 7 7 7 5 6

4 3 3 6 5 5 6 5

6 4 5 6 7 7 7 7

6 5 4 6 7 7 7 7

4 5 5 3 7 5 7 6

3 2 3 7 7 7 7 5

5 6 5 6 6 7 6 4

4 7 6 4 7 7 6 7

7 7 7 7 4 7 7 7

3 5 6 6 6 6 6 6

4 4 5 7 7 7 7 5

3 5 5 4 6 6 6 7

5 5 6 7 7 7 6 7

3 4 3 7 7 5 7 7

4 5 5 7 7 7 5 7

3 3 3 7 7 7 7 6

4 4 3 4 7 6 6 6

68

4 3 3 6 7 4 6 7

3 3 5 7 7 7 5 6

4 4 4 6 7 7 7 7

4 4 4 6 7 7 7 7

4 3 4 7 7 7 7 6

5 5 5 4 5 5 5 5

5 5 4 7 7 7 5 7

4 5 6 7 7 7 7 7

3 2 3 6 6 5 6 6

5 5 4 6 6 6 6 5

4 6 6 6 5 6 7 7

6 7 7 7 7 7 7 7

4 4 4 7 7 7 7 7

6 4 4 7 7 7 7 7

2 2 2 5 7 7 5 2

3 4 3 6 7 6 4 6

5 4 5 5 6 5 5 5

5 5 5 7 7 7 5 5

6 5 6 7 7 7 7 7

1 2 4 1 7 3 7 4

2 3 3 7 7 7 6 6

3 2 4 6 7 7 5 7

4 4 4 6 7 7 7 7

5 4 4 7 7 7 6 6

2 4 2 7 7 7 7 7

4 3 5 5 7 5 7 7

4 7 6 7 7 7 7 7

4 5 3 4 7 5 6 4

6 6 6 6 6 6 6 6

4 4 5 7 7 6 6 4

4 5 5 6 7 7 7 7

3 3 4 5 7 7 7 4

6 5 6 7 7 7 5 7

6 5 6 7 7 7 7 7

7 6 6 7 7 7 7 7

3 6 5 7 7 7 7 7

2 3 2 5 7 7 6 7

6 6 6 6 7 6 6 7

5 5 6 7 7 6 6 7

5 5 6 7 7 6 6 7

5 4 5 7 7 6 7 6

3 3 2 7 7 7 6 5

2 3 5 7 7 5 6 5

4 3 6 6 7 7 6 7

4 3 5 7 7 7 7 4

6 4 7 4 7 7 7 7

69

2 2 2 2 2 1 1 4

1 4 5 5 7 7 7 7

6 6 7 7 7 7 7 7

4 4 4 6 7 6 6 4

6 5 5 7 7 7 7 5

4 3 5 6 7 6 6 7

4 4 3 6 7 7 6 6

3 5 3 7 7 7 7 7

3 3 3 5 6 7 5 7

4 4 5 7 7 7 7 7

3 4 6 6 7 5 4 6

6 3 5 7 7 7 6 5

5 4 5 7 7 7 7 7

5 6 7 7 7 7 7 7

1 4 4 7 7 7 7 6

3 3 2 7 7 6 6 5

6 5 5 6 7 6 6 5

6 5 4 7 7 7 7 7

5 5 5 5 7 7 7 6

4 4 4 7 7 7 6 6

6 6 5 7 7 6 6 7

5 5 4 6 7 7 7 7

4 6 5 7 7 7 7 7

5 5 3 7 7 6 6 5

4 3 5 4 7 7 7 7

7 6 6 7 7 6 7 7

6 6 6 7 7 7 7 7

6 6 7 7 7 7 6 7

6 6 6 7 7 7 7 7

4 3 3 6 7 7 5 4

7 7 4 7 7 7 7 7

5 4 5 6 6 6 6 6

3 3 4 6 7 7 7 7

6 4 4 7 7 6 6 7

7 6 6 7 7 7 7 6

4 3 5 5 7 6 6 6

5 5 6 7 7 7 5 6

4 5 6 6 6 7 7 7

6 6 5 7 7 7 7 7

3 2 4 6 7 7 7 6

5 5 5 7 7 7 7 6

4 3 4 7 7 6 5 7

7 7 5 7 7 7 7 7

5 5 6 6 6 5 4 4

4 5 5 6 6 6 6 6

7 5 6 7 7 7 7 7

70

5 5 4 6 7 6 5 5

3 3 4 6 7 6 6 7

4 4 4 5 7 5 5 5

4 3 6 7 7 7 7 7

6 6 6 5 5 5 5 5

7 7 7 7 7 7 7 7

5 4 4 5 7 6 7 7

4 3 3 5 7 4 6 6

5 6 5 7 7 7 7 6

4 5 5 7 7 6 7 7

3 5 5 7 7 7 7 5

3 3 5 6 7 7 7 5

5 6 6 7 7 7 7 7

5 4 4 7 7 7 6 6

7 7 6 7 7 7 7 7

7 6 7 7 6 7 7 6

7 7 7 6 5 6 7 6

6 7 7 7 7 6 5 6

7 6 6 7 7 7 6 6

5 6 6 7 7 6 6 6

6 7 6 6 7 6 6 6

7 7 7 7 7 7 7 7

6 7 7 7 7 7 7 7

6 5 6 7 7 7 6 7

3 3 3 3 3 3 2 3

6 4 5 6 7 7 7 7

4 6 4 6 6 6 6 6

4 6 6 6 7 7 7 6

7 7 7 6 7 6 7 6

6 6 6 6 7 7 6 7

7 6 7 7 6 5 7 6

7 6 6 7 7 7 6 7

7 6 6 7 7 7 7 6

7 7 6 7 7 7 7 7

3 2 2 6 6 7 7 7

7 5 5 6 7 7 7 7

7 6 7 7 6 6 7 7

4 4 4 7 7 7 5 5

5 4 4 5 5 4 5 5

7 6 7 7 7 6 7 6

7 6 6 7 7 6 7 7

6 6 7 7 6 7 6 7

7 7 6 7 6 6 6 7

7 7 7 6 7 7 6 7

7 7 6 6 7 6 7 7

4 6 5 5 5 7 5 5

71

5 5 5 6 6 6 6 7

4 4 4 6 7 7 5 6

4 4 4 7 7 7 7 7

6 6 6 7 7 6 6 7

3 3 4 5 7 4 7 7

4 4 4 4 7 5 6 5

5 5 3 4 4 4 7 4

3 5 3 5 6 6 7 7

3 3 3 6 7 7 6 3

3 3 3 4 4 4 4 4

4 4 4 5 6 5 7 7

4 4 5 6 6 5 3 5

4 3 3 7 7 7 6 7

7 6 6 6 7 7 6 6

6 7 6 7 7 7 7 7

Attitude towards the Advertisement Purchase Intention

ATA1 ATA2 ATA3 ATA4 PI1 PI2 PI3

7 7 7 7 5 6 5

4 4 4 4 4 4 4

4 5 4 4 4 4 4

7 7 7 7 7 7 7

6 4 5 5 6 4 5

5 5 4 5 3 1 1

4 4 4 4 3 3 3

5 5 5 4 5 4 3

6 6 7 7 7 7 6

6 6 6 6 5 5 4

5 5 5 5 6 6 5

7 7 7 5 6 6 6

3 4 4 1 2 2 1

5 5 6 5 4 4 4

5 5 5 5 4 4 4

5 5 5 5 4 5 3

6 6 6 6 5 5 5

5 5 5 6 4 4 4

5 5 5 6 6 5 6

6 6 6 7 6 6 5

6 6 6 5 4 5 1

6 6 6 6 6 6 6

4 4 4 4 2 2 2

5 5 5 4 4 4 4

7 7 7 7 7 7 7

7 7 7 7 6 6 5

6 6 5 6 4 4 2

72

6 5 6 6 6 6 5

6 6 6 6 6 5 2

7 7 7 7 7 5 7

4 4 4 4 4 4 4

6 6 5 5 4 3 2

4 4 4 4 4 3 3

7 7 7 7 7 7 7

5 6 5 5 5 5 5

4 5 4 4 4 3 2

5 5 4 5 3 4 2

6 6 5 6 6 5 5

5 5 5 5 3 3 3

7 7 7 7 6 6 5

7 6 7 7 5 5 5

5 5 5 5 5 5 5

6 6 6 6 6 7 6

5 6 6 5 5 5 5

4 4 4 4 3 3 1

4 4 4 4 4 4 4

4 5 4 5 4 4 4

7 7 7 7 5 5 5

6 6 6 6 5 4 4

7 7 7 7 6 5 6

6 6 6 7 3 6 4

5 5 5 4 5 5 5

4 4 4 4 4 4 3

6 6 5 6 6 6 5

6 5 6 6 5 6 5

4 4 2 6 5 4 6

6 5 6 6 2 2 2

4 4 4 4 3 3 4

5 5 5 5 3 4 4

7 7 7 7 7 4 7

5 5 5 5 5 5 5

5 5 6 6 3 2 1

5 5 6 6 4 3 3

7 7 7 7 5 7 5

6 4 5 6 7 2 6

6 6 6 6 6 6 6

6 6 6 5 4 4 4

4 4 4 4 1 1 1

3 2 2 2 1 1 1

6 6 6 6 5 5 5

5 4 5 3 1 3 1

6 7 6 6 6 6 6

7 6 6 6 3 3 2

73

5 5 5 6 5 5 3

4 4 4 4 4 4 4

5 5 5 5 5 5 5

5 5 5 4 5 4 4

5 5 5 5 5 6 3

5 5 5 5 5 5 5

7 7 7 5 4 4 4

6 6 6 6 6 6 6

5 6 6 6 3 4 3

4 6 5 6 4 4 4

4 4 4 4 3 3 3

6 6 6 5 6 6 4

6 6 6 7 6 6 6

6 6 6 6 6 7 5

5 5 6 6 6 6 6

5 5 5 5 4 5 2

7 7 7 6 6 6 6

6 6 7 6 5 6 2

6 6 6 6 5 6 4

5 5 5 5 4 6 4

6 6 5 6 6 7 6

6 6 6 4 2 5 2

4 5 5 5 4 4 4

5 5 5 5 5 5 2

7 7 7 7 7 7 7

5 5 5 6 6 6 7

5 5 3 5 4 5 5

7 6 7 7 4 4 4

6 6 6 6 5 6 5

5 6 4 4 4 4 4

7 6 6 5 6 5 5

6 7 7 7 6 2 4

5 6 6 6 3 2 1

5 5 4 4 4 5 4

7 6 6 7 5 7 4

5 4 5 4 7 6 5

4 3 3 4 2 2 2

5 5 5 4 5 5 5

4 7 5 5 2 4 1

5 5 5 3 3 6 3

6 6 6 5 4 4 4

5 6 6 4 3 4 2

7 7 7 7 7 4 4

5 5 5 5 4 4 3

6 7 6 5 5 6 5

3 3 3 3 3 3 1

74

6 7 7 7 4 4 4

6 6 7 6 4 5 4

6 5 5 4 4 4 4

6 5 5 5 4 5 1

5 5 5 4 3 4 2

6 6 6 4 1 1 1

5 6 7 7 6 5 3

6 6 6 6 4 4 4

6 6 6 6 5 5 5

5 5 5 6 4 6 3

5 5 5 5 5 5 4

6 5 6 5 7 6 5

6 6 6 6 5 6 4

5 6 6 5 5 4 4

5 5 5 5 5 5 5

4 4 6 4 5 3 2

4 4 4 6 3 2 1

6 6 6 5 5 6 4

5 5 4 5 5 6 5

5 5 5 5 3 3 3

4 5 6 5 4 3 3

5 4 4 4 3 5 2

6 6 6 5 5 5 5

6 6 6 5 4 5 4

4 3 2 2 1 4 3

4 4 4 4 4 4 3

6 6 6 6 3 4 3

4 4 4 4 4 4 4

4 4 3 5 4 4 3

4 5 4 5 3 3 2

6 6 6 6 4 4 4

7 7 7 5 4 4 5

5 5 5 5 6 6 6

4 4 4 4 4 4 4

7 7 7 6 6 6 4

4 5 4 4 3 6 5

7 7 7 7 3 4 2

7 7 7 7 5 5 5

6 6 6 4 5 5 3

5 5 5 4 6 5 5

5 4 4 3 5 6 2

6 6 5 5 5 6 4

6 6 6 6 5 5 5

6 5 5 4 4 5 4

6 5 5 4 4 5 4

5 4 5 4 4 4 4

75

7 6 6 5 4 4 3

6 5 4 5 6 3 6

6 6 6 6 5 4 6

4 4 4 5 3 6 4

7 7 7 7 7 2 6

6 6 4 4 4 3 3

7 6 7 7 7 1 7

5 5 6 6 6 3 5

6 4 4 6 3 6 3

5 5 7 6 5 4 5

5 6 6 7 4 3 3

4 4 4 4 2 2 1

6 5 5 6 4 4 4

6 5 5 5 4 5 4

4 5 5 5 3 3 3

5 5 5 5 2 4 2

5 6 6 6 4 5 5

6 6 6 6 4 4 3

7 6 6 6 6 6 6

5 5 5 5 2 3 2

4 4 4 3 3 3 2

4 4 4 5 7 6 6

5 6 4 4 4 5 2

5 6 5 6 7 6 4

5 5 6 4 3 4 2

4 6 4 3 4 3 2

5 4 5 4 4 4 4

6 6 6 5 5 5 5

5 5 5 5 4 5 5

5 6 6 5 3 3 2

6 5 5 6 4 4 4

4 4 4 4 4 4 4

6 7 7 6 6 6 5

5 4 4 5 3 3 3

4 4 4 5 3 5 3

5 6 6 5 4 6 4

5 5 6 5 5 5 4

6 5 6 5 3 4 3

6 5 5 4 3 3 3

7 7 7 7 6 5 5

5 5 5 6 6 6 6

7 7 7 7 5 5 5

5 5 5 6 4 5 4

7 7 7 7 5 5 3

4 4 5 4 3 4 3

4 4 5 4 3 3 3

76

5 4 5 4 4 3 3

4 4 5 4 5 5 5

4 6 6 6 4 4 2

5 5 5 5 4 5 5

7 7 7 7 7 7 7

5 5 5 5 6 6 5

6 6 6 6 6 5 6

6 5 6 6 6 6 5

5 4 3 4 2 1 1

5 4 4 5 2 2 2

7 7 7 7 7 7 7

6 6 5 4 6 5 6

6 5 5 5 4 4 5

6 7 6 6 6 6 6

7 7 7 7 5 5 5

5 6 5 4 5 5 4

3 3 4 3 3 5 2

7 7 7 7 4 7 4

5 5 6 6 2 2 2

7 7 7 7 7 7 7

6 7 6 7 7 6 7

7 7 6 6 6 7 5

7 6 7 5 7 6 7

6 6 7 7 6 7 7

7 7 7 7 7 6 5

7 7 6 7 6 7 6

7 7 7 7 6 6 6

7 6 6 6 5 5 5

4 6 6 6 6 4 6

5 4 5 5 4 6 6

6 6 6 6 5 5 5

6 5 6 6 5 4 4

4 4 4 6 6 6 5

7 6 7 6 7 7 6

7 7 6 6 6 6 6

7 6 6 6 6 5 7

7 6 7 7 7 6 7

7 6 7 7 7 6 6

5 5 5 5 4 4 3

7 7 7 7 5 6 3

7 7 7 7 7 7 7

7 6 6 7 7 7 7

4 4 3 3 3 4 3

7 5 6 7 6 6 7

7 6 6 6 7 6 6

7 6 6 7 6 7 7

77

7 6 7 7 7 6 6

7 7 7 7 7 7 7

7 7 6 7 7 7 6

7 6 7 6 7 7 6

5 5 5 5 3 4 2

7 7 7 6 6 6 6

5 5 5 5 4 4 4

4 3 3 3 3 4 3

7 7 6 6 7 6 6

6 6 6 4 2 3 3

6 6 6 5 5 5 5

4 4 4 4 4 4 4

6 5 6 5 2 6 1

5 4 4 4 2 3 1

4 4 4 4 3 3 3

7 7 6 6 4 4 4

5 5 5 6 4 4 4

6 7 7 7 5 5 5

5 5 5 5 4 5 4

6 6 6 7 6 6 5

78

Appendix 4a KMO-MSA and Bartlett’s Test of Three Dependent Variables

Source: SPSS ver. 22 Outputs

Appendix 4b KMO-MSA and Bartlett’s Test of All Variables

Source: SPSS ver. 22 Outputs

Appendix 4c Communalities of Three Dependent Variables

Source: SPSS ver. 22 Outputs

79

Appendix 4d Communalities of All Variables

Source: SPSS ver. 22 Outputs

80

Appendix 4e Total Variance Explained of Three Dependent Variables

Source: SPSS ver. 22 Outputs

Appendix 4f Total Variance Explained of All Variables

Source: SPSS ver. 22 Outputs

81

Appendix 4g Rotated Component Matrix of Three Dependent Variables

Source: SPSS ver. 22 Outputs

82

Appendix 4h Rotated Component Matrix of All Variables

Source: SPSS ver. 22 Outputs

83

Appendix 4i Reliability Test

Component Cronbach’s Alpha

Celebrity Endorsement 0,934

Religiosity 0,725

Attitude towards the Advertisement 0,927

Purchase Intention 0,878

Source: SPSS ver. 22 Outputs

Appendix 4j Result of Model Fit SEM

Indicator Cut-off Value Result Evaluation

X2-Chi Square P ≤ 0,05 0,000 Significant

CMIN/DF CMIN/DF ≤ 5 2,125 Good Fit

RMSEA 0,05 ≤ RMSEA ≤ 0,08 0,064 Marginal Fit

GFI 0,5 ≤ GFI ≤ 0,9 0,850 Marginal Fit

AGFI 0,5 ≤ AGFI ≤ 0,9 0,815 Marginal Fit

TLI TLI ≥ 0,9 0,929 Good Fit

CFI CFI ≥ 0,9 0,938 Good Fit

IFI CFI ≥ 0,9 0,939 Good Fit

Source: AMOS ver. 22 Outputs

84

Appendix 4k Structural Equation Modeling (SEM)

Source: SPSS AMOS ver. 22 Outputs

Appendix 4l Squared Multiple Correlations

Estimate

RLG ,148

ATA ,459

PI ,615

Source: AMOS ver. 22 Outputs

85

Appendix 4m Hypothesis Testing

Estimate S.E. C.R. P Label

RLG <--- EXP -,048 ,072 -,669 ,504 par_21

RLG <--- TRST ,049 ,084 ,584 ,559 par_22

RLG <--- ATTR ,369 ,110 3,356 *** par_23

ATA <--- EXP ,420 ,076 5,514 *** par_24

ATA <--- TRST ,134 ,083 1,615 ,106 par_25

ATA <--- RLG ,028 ,085 ,330 ,741 par_28

ATA <--- ATTR ,325 ,111 2,935 ,003 par_32

PI <--- ATTR -,260 ,145 -1,789 ,074 par_26

PI <--- TRST ,347 ,108 3,208 ,001 par_27

PI <--- RLG -,045 ,110 -,409 ,683 par_29

PI <--- ATA ,503 ,093 5,410 *** par_30

PI <--- EXP ,603 ,107 5,615 *** par_31

Note: *** shows P < ,001

Source: AMOS ver. 22 Outputs

Appendix 4n Standardized Regression Wegiht

Estimate

RLG <--- EXP -0,064

RLG <--- TRST 0,069

RLG <--- ATTR 0,365

ATA <--- EXP 0,406

ATA <--- TRST 0,139

ATA <--- RLG 0,02

ATA <--- ATTR 0,234

PI <--- ATTR -0,13

PI <--- TRST 0,249

PI <--- RLG -0,023

PI <--- ATA 0,349

PI <--- EXP 0,405

Source: AMOS ver. 22 Outputs

86

TABLES AND FIGURES

Figure 1.1 Muslim Populations

Source: http://www.pewforum.org/2015/04/02/muslims/

Figure 1.2 Indonesia as the Biggest Muslim Population

Source: http://www.pewforum.org/2015/04/02/muslims/

87

Figure 1.3 Wardah featuring Dewi Sandra

Source: http://www.pengetahuanproduk.com/2015/09/harga-wardah-exclusive-

series-terbaru-terlengkap-2015.html

Figure 1.4 HijUp Logo

Source: https://twitter.com/hijup

Figure 1.5 HijUp Brand Ambassadors

Source: https://www.facetofeet.com/event/2119/dian-pelangi-dan-laudya-cynthia-

bella-terpilih-menjadi-brand-ambassador-terbaru-hijup

88

Figure 1.6 Comparison HijUp YouTube Viewers With and Without Celebrity

Endorsement

Source: https://www.youtube.com/watch?v=l1unA4Ry9z4

Source: https://www.youtube.com/watch?v=TtNOz7M2Yg8

89

Figure 1.7 Tutorial Hijab According to Al Quran and Hadith vs Tutorial Hijab

by Laudya Cynthia Bella on YouTube

Source: http://www.modelmuslims.com/2016/07/tutorial-hijab-modern-terbaru.html

Source: https://wolipop.detik.com/read/2017/01/26/142054/3406198/1635/tampil-

cantik-ke-acara-formal-dengan-tutorial-hijab-ala-laudya-cynthia-bella

90

Figure 3.1 Theoretical Framework

Source : Constructed by researcher

H2

H3

H5 H4

H1 Celebrity

Endorsement

Expertise

Trustworthiness

Atrractiveness

Religiosity

Attitude

towards the

Advertisement

Purchase

Intention

91

Figure 3.2 Muslim Populations in Jawa Barat Province

Source: Statistics Indonesia Report 2010

Table 1.1 Number of Followers in HijUp Social Media

No. Social Media Followers

1 Instagram 651,000

2 Facebook 291,336

3 Youtube 225,951

4 Twitter 60,256

5 Pinterest 1,359

Source: Constructed by reseracher

92

Table 3.1 Operational Definitions of Variables

Variables Items

Code

Original

Questions

Adjusted

Questions Sources

Celebrity

Endorsement

Expertise

CE1 This person

is expert

Laudya

Cynthia Bella

is an expert in

using hijab

Khong Kok

Wei, Wu,

You Li,

(2013)

CE2

This person

is

experienced

Laudya

Cynthia Bella

is an

experienced

in using hijab

CE3

This person

is

knowledgea

ble

Laudya

Cynthia Bella

is

knowledgeabl

e in using

hijab

CE4 This person

is qualified

Laudya

Cynthia Bella

is qualified in

using hijab

CE5 This person

is skilled

Laudya

Cynthia Bella

is skillful in

using hijab

Trustworthi

-ness

CE6

This person

is

dependable

Laudya

Cynthia Bella

is a

dependable

person

CE7 This person

is honest

Laudya

Cynthia Bella

is honest

person

CE8 This person

is reliable

Laudya

Cynthia Bella

is reliable

person

CE9 This person

is sincere

Laudya

Cynthia Bella

is a sincere

person

93

CE10

This person

is

trustworthy

Laudya

Cynthia Bella

is a

trustworthy

person

Attractive-

ness

CE11 This person

is attractive

Laudya

Cynthia Bella

is an

attractive

person

CE12 This person

is classy

Laudya

Cynthia Bella

is a classy

person

CE13

This person

is good

looking

Laudya

Cynthia Bella

is a beautiful

person

CE14 This person

is stylish

Laudya

Cynthia Bella

is a stylish

person

CE15 This person

is appealing

Laudya

Cynthia Bella

is an

appealing

person

Religiosity

RLG1

Attending

religious

talk at

mosque

I attend

religious talk

at mosque

Hamza

Khraim,

(2010)

RLG2

Reading

religious

books and

magazines

individually

I read

religious

books and

magazine

individually

RLG3

Watching

religious

programs

on TV

I watch

religious

programs on

TV

94

RLG4

I regularly

offer prayer

five times a

day.

I regularly

offer prayer

five times a

day

Syed Shah

Alam,

Rohani

Mohd,

Badrul

Hisham,

(2011) RLG5

I fast

regularly in

the month

of

Ramadhan.

I fast

regularly in

the month of

Ramadhan

RLG6

I happily

and

willingly

pay my

zakat on

time

I happily and

willingly pay

my zakat on

time Azmawani

Abd Rahman,

Ebrahim

Asrarhaghigh

i, Suhaimi

Ab Rahman,

(2015) RLG7

I enjoy

spending

time with

others of

my

religious

affiliation

I enjoy

spending time

with others of

my religious

affiliation

RLG8

My

religious

beliefsinflue

nces what I

buy

My religious

beliefs

influence

what I buy

Valerie A.

Taylor, Diane

Halstead &

Paula J.

Haynes,

(2010)

Attitude towards the

Advertisement

ATA1

I feel the

advert was

very good

I feel the

advert was

very good

Juha

Munnukka,

Outi

Uusitalo,

Hanna

Toivonen,

(2016)

ATA2

The advert

was

enjoyable

I feel the

advert was

enjoyable

ATA3

The advert

was

interesting

I feel the

advert was

interesting

ATA4

There was a

lot about the

advert that I

liked

There was a

lot about the

advert that I

learned

95

Purchase Intention

PI1

I would like

to purchase

the brand

endorsed by

my favorite

celebrity

I prefer to

purchase

HijUp’s

product

endorsed by

Laudya

Cynthia Bella

Subhadip

Roy, Varsha

Jain, (2017)

PI2

I would

consider

purchasing

the brand

endorsed by

my favorite

celebrity

I will

consider

purchasing

HijUp

product

endorsed by

Laudya

Cynthia Bella

PI3

I would

definitely

purchase

the brand

endorsed by

my favorite

celebrity

I will

definitely

purchase

HijUp

product

endorsed by

Laudya

Cynthia Bella

Source : Constructed by researcher

Table 4.1 Screening Questions

No. Screening Questions Yes No

1 Have you ever seen the tutorial hijab video by HijUp

featuring Laudya Cynthia Bella before? 73% 27%

2 Are you a female? 99% 1%

Source : Constructed by researcher

Table 4.2 Respondent’s Profiles

No. Respondent Profile Quantity Percentage

1 Residence Distribution

Bekasi City 69 25%

Bandung City 44 16%

Bogor City 43 16%

Cirebon City 8 3%

96

Cimahi City 6 2%

Depok City 20 7%

Sukabumi City 17 6%

Tasikmalaya City 4 1%

Others 66 24%

2 Age Distribution

Below 17 years 6 2%

18 - 27 years 252 91%

28 - 37 years 9 3%

38 - 48 years 3 1%

49 years and above 7 3%

3 Educational Level Distribution

High School 31 11%

Diploma 61 22%

Bachelor Degree 181 65%

Master Degree 4 2%

4 Occupations Distribution

Student 184 66%

Civil Servant 5 2%

Private Employee 47 17%

House Wife 13 5%

Unemployed 18 6%

Others 10 4%

Source : Constructed by researcher

Table 4.3 Celebrity Endorsement Data Summary

Questions 1 2 3 4 5 6 7

F (%)

Expertise

Laudya Cynthia

Bella is an expert

in using hijab

0 1 21 53 88 69 45

0% 0,4% 7,6% 19,1% 31,8% 24,9% 16,2%

Laudya Cynthia

Bella is an

experienced in

using hijab

1 13 27 49 86 61 40

0,4% 4,7% 9,7% 17,7% 31% 22% 14,4%

Laudya Cynthia

Bella is

knowledgeable in

using hijab

2 7 23 57 96 50 42

0,7% 2,5% 8,3% 20,6% 34,7% 18% 15,2%

0 4 14 46 76 81 56

97

Laudya Cynthia

Bella is qualified in

using hijab

0% 1,4% 5,1% 16,6% 27,4% 29,2% 20,2%

Laudya Cynthia

Bella is skillful in

using hijab

0 3 15 46 77 78 58

0% 1,1% 5,4% 16,6% 27,8% 28,2% 20,9%

Trustworthiness

Laudya Cynthia

Bella is a

dependable person

0 2 15 52 70 80 58

0% 0,7% 5,4% 18,8% 25,3% 28,9% 20,9%

Laudya Cynthia

Bella is honest

person

0 1 15 52 78 86 45

0% 0,4% 5,4% 18,8% 28,2% 31% 16,2%

Laudya Cynthia

Bella is reliable

person

0 2 13 50 83 91 38

0% 0,7% 4,7% 18,1% 30% 32,9% 13,7%

Laudya Cynthia

Bella is a sincere

person

0 2 6 47 77 80 65

0% 0,7% 2,2% 17% 27,8% 28,9% 23,5%

Laudya Cynthia

Bella is a

trustworthy person

0 1 7 57 73 83 56

0% 0,4% 2,5% 20,6% 26,4% 30% 20,2%

Attractiveness

Laudya Cynthia

Bella is an

attractive person

1 0 2 14 29 99 132

0,4% 0% 0,7% 5,1% 10,5% 35,7% 47,7%

Laudya Cynthia

Bella is a classy

person

0 2 3 20 40 111 101

0% 0,7% 1,1% 7,2% 14,4% 40,1% 36,5%

Laudya Cynthia

Bella is a beautiful

person

0 1 0 8 17 96 155

0% 0,4% 0% 2,9% 6,1% 34,7% 56%

Laudya Cynthia

Bella is a stylish

person

0 0 2 7 27 103 138

0% 0% 0,7% 2,5% 9,7% 37,2% 49,8%

Laudya Cynthia

Bella is an

appealing person

0 0 0 18 34 111 114

0% 0% 0% 6,5% 12,3% 40,1% 41,2%

1 = Strongly Disagree 2 = Disagree 3 = Somewhat Disagree 4 = Neutral 5

=Somewhat Agree 6 = Agree 7 = Strongly Agree

Source : Constructed by researcher

98

Table 4.4 Religiosity Data Summary

Questions 1 2 3 4 5 6 7

F (%)

I regularly offer prayer

five times a day

1 2 2 19 30 72 151

0,4% 0,7% 0,7% 6,9% 10,8% 26% 54,5%

I happily and willingly

pay my zakat on time

1 0 2 11 27 62 174

0,4% 0% 0,7% 4% 9,7% 22,4% 62,8%

I enjoy spending time

with others of my

religious affiliation

1 1 3 8 35 85 144

0,4% 0,4% 1,1% 2,9% 12,6% 30,7% 52%

My religious beliefs

influence what I buy

0 1 2 20 38 72 144

0% 0,4% 0,7% 7,2% 13,7% 26% 52%

1 = Strongly Disagree 2 = Disagree 3 = Somewhat Disagree 4 = Neutral 5 =

Somewhat Agree 6 = Agree 7 = Strongly Agree

Source : Constructed by researcher

Table 4.5 Attitude towards the Advertisement

Questions 1 2 3 4 5 6 7

F (%)

I feel the advert was

very good

0 0 4 48 84 80 61

0% 0% 1,4% 17,3% 30,3% 28,9% 22%

I feel the advert was

enjoyable

0 1 5 48 84 89 50

0% 0,4% 1,8% 17,3% 30,3% 32,1% 18,1%

I feel the advert was

interesting

0 3 7 47 77 89 54

0% 1,1% 2,5% 17% 27,8% 32,1% 19,5%

There was a lot about

the advert that I

learned

1 2 9 57 77 78 53

0,4% 0,7% 3,2% 20,6% 27,8% 28,2% 19,1%

1 = Strongly Disagree 2 = Disagree 3 = Somewhat Disagree 4 = Neutral 5 =

Somewhat Agree 6 = Agree 7 = Strongly Agree

Source : Constructed by researcher

99

Table 4.6 Purchase Intention Data Summary

Questions 1 2 3 4 5 6 7

F (%)

I prefer to

purchase HijUp’s

product endorsed

by Laudya Cynthia

Bella

5 15 41 74 57 53 32

1,8% 5,4% 14,8% 26,7% 20,6% 19,1% 11,6%

I will consider

purchasing HijUp

product endorsed

by Laudya Cynthia

Bella

6 13 32 71 66 65 24

2,2% 4,7% 11,6% 25,6% 23,8% 23,5% 8,7%

I will definitely

purchase HijUp

product endorsed

by Laudya Cynthia

Bella

18 32 42 65 61 38 21

6,5% 11,6% 15,2% 23,5% 22% 13,7% 7,6%

1 = Strongly Disagree 2 = Disagree 3 = Somewhat Disagree 4 = Neutral 5 =

Somewhat Agree 6 = Agree 7 = Strongly Agree

Source : Constructed by researcher