English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Consumers’ easy access to digital media in the era of Industry Revolution 4.0 has contributed towards increased product advertising by companies in the medium. To increase advertising effect, marketers appoint celebrities to endorse advertised product as they are perceived to be credible endorsers that could help to promote products effectively. Credibility as what is needed and in accordance with beauty soap products marketed in Indonesia. So this study investigates the influence endorser credibility has over Indonesian consumers’ attitude toward advertising and attitude toward selected beauty soap brands. Analyses of PLSSEM results from online survey participated by 405 consumers in Java island found that of the all endorser credibility’s attributes investigated, expertise, trustworthiness, attractiveness, and similarity show significant direct influences on consumers’ attitudes toward advertising. While for consumes’ attitude toward beauty soap brands only two show significant direct influence is endorser attractiveness and trustworthiness, for endorser’s expertise and similarity were found to show no significance on consumers’ attitude toward brand The findings imply that for Indonesian consumers, the endorsers can be important influencers on their attitude toward advertising beauty soap; in particular, the credibility of endorser’s attractiveness and credibility endorser trustworthiness, show significant influence over consumers’ attitudes toward beauty soap brand. The findings also imply the importance for advertisers to continue using endorsers in beauty soap advertisements in Indonesia.

Influence of Endorser Credibility on Consumers’ Attitude Toward Advertising and Soap Brand