The appeal of celebrity endorsers and halal certificates on customers’ buying interest

Putu N. Madiawati and Mahir Pradana
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Putu N. Madiawati: Telkom University (Tel-U), Jl. Telekomunikasi no. 1, Terusan Buah Batu, Bandung, West Java 40257, INDONESIA
Mahir Pradana: Telkom University (Tel-U), Jl. Telekomunikasi no. 1, Terusan Buah Batu, Bandung, West Java 40257, INDONESIA

Journal of Administrative and Business Studies, 2015, vol. 1, issue 1, 28-34

Abstract: Advertising is a form of communication between producers and their target market. The rise of halaltrends and celebrity endorsers who become the icons of a product is expected to increase the buying interest of customers. Celebrity endorsers may produce attractions that give a sensory stimuli for customers. It is similar to the halal labelling. Indonesia, as a country with a Moslem majority, requires halalcertification as a top priority in this regard. The country’s council of Islamic religious leaders (Majelis Ulama Indonesia MUI) issues a halal certification based on the critical levels of ingredients, and level of difficulty in tracking the halallevel. It follows a Decree of the Director of MUI’s Assessment Institute for Foods, Drugs and Cosmetics no. SK07/Dir/LPPOM MUI/IV/11, which explains the categorization of a MUI’s halalcertification registrar. By using the path analysis, the appeal of celebrity endorsers and halalcertificate is found to influence customers’ buying interest. The fact that celebrity endorsers have a greater influence compared to halalcertification shows that the main task is to create a good association between an endorser and a product being advertised; hence, the resulting positive attitude within the customer can be obtained. Halal certificate itself may strengthen customers’ confidence toward offered products since the Indonesian society is predominantly Muslim, thus it may have become a top priority.

Keywords: Celebrity endorsers; Halal certificate; Customer buying decision (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:apb:jabsss:2015:p:28-34

DOI: 10.20474/jabs-1.1.5

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