EFFECTS OF CELEBRITY ENDORSEMENT TO THE BUYING BEHAVIOR OF CONSUMERS IN QUEZON CITY

Abstract

Celebrity influence on lifestyle choices plays a significant role in shaping consumer behavior, driving product sales, and enhancing company productivity. While not always directly influencing purchases, celebrities help shape consumer perceptions and preferences. Many consumers aspire to emulate their favorite stars, making them more likely to choose celebrity-endorsed products. This study employs a descriptive quantitative research design, engaging fifty consumers to analyze the impact of celebrity endorsements on buying behavior in Quezon City. A convenience sampling method, a type of non-probability sampling, was used to determine the sample population. Data was collected through a survey questionnaire designed to assess how celebrity endorsements influence consumer purchasing decisions. The results highlight key findings on the impact of celebrity endorsements on consumer behavior. The level of appeal of celebrity endorsements received a composite mean of 2.45, while the effect of celebrity endorsements on buying behavior had a composite mean of 2.42. Both variables were verbally interpreted as "agree."  Statistical analysis using analysis of variance (ANOVA) yielded a p-value of 0.00001, with an F-ratio of -47.41068 at a significance level of 0.05. Since the p-value is lower than the significance level, the findings indicate a significant effect of celebrity endorsements on consumer buying behavior. The study underscores the importance of demographic analysis, attractiveness, trustworthiness, and familiarity in leveraging celebrity endorsements on social media to engage audiences and shape product preferences. Findings suggest that celebrity lifestyle endorsements significantly enhance product appeal and increase the likelihood of purchase among consumers.  For a deeper understanding, comparative analyses between different types of endorsements, along with longitudinal studies, could provide insights into the long-term effects on consumer perceptions and purchasing behavior. Celebrity endorsements have been shown to boost sales, strengthen customer trust, and enhance brand awareness, particularly for brands targeting both male and female demographics.