明星效应与购买行为关系

毕业论文（设计）AbstractIt is one of the marketing strategies often used by many enterprises to expand thepopularity of their products by using stars to speak for their products.The star spokesmen selected by enterprises will directly or indirectly affect the buyers'preference forthe brand In recent years,more and more male stars are endorsing cosmetics,andcosmetics advertisements endorsed by male stars are becoming more and more common,such as in Indonesia.However,there are few researches on the effect in the academiccircle.Therefore,this paper will carry out an in-depth study on this phenomenon Basedon the thesis research background,this study of celebrity endorsement as thebreakthrough point,using path analysis,and has not been used in IndonesiaInniessfree(Inniessfree)samples of cosmetics for women,of which 218 copies ofquestionnaire investigation,discusses the male celebrity endorsement on consumerpurchase decisions,and brand image in the intermediary role of this relationship Theresults show that the products endorsed by male stars have a direct impact onconsumers'purchasing decisions.Brand image plays an intermediary role in theendorsement of male stars and the purchase decisions of consumers.At the same time,the research results of this paper can also play a certain reference role for merchantswhen they choose spokespersons.Keywords:Star power;Consumer;Buying behavior