THE EFFECT OF PRODUCT BENEFIT AS A MODERATOR OF THE INFLUENCE OF FACIAL ATTRACTIVENESS ON PURCHASE INTENTION OF LOCAL PRODUCTS (EXPERIMENTAL STUDY)

Authors

  • Nur Laili Izzatul Hidayati Mas’uda Islamic University of Lamongan Author
  • Evi Yulia Islamic University of Lamongan Author
  • Moh. Muklis Sulaeman Islamic University of Lamongan Author
  • Ike Susanti Islamic University of Lamongan Author

Keywords:

Product Benefit, Moderation, Facial Attractiveness, Purchase Intention

Abstract

Korean celebrities are popular among the public because of their facial appeal. To utilize these components, marketers use Korean celebrities for product promotion to increase the credibility of their advertisements. This study uses an experimental design method with a factorial design type, as many as 120 respondent data were obtained by distributing questionnaires to students of the Faculty of Economics and Business, Unisla Lamongan and the data were analyzed using SPSS version 16. The results showed that endorsers with Korean faces produced a higher level of purchase intention than endorsers with local faces, indicating that the perception of facial attractiveness is still an important factor in shaping consumer attitudes towards advertised products.

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Published

2025-07-01

Issue

Vol. 1 No. 1 (2025): National Innovation Conference on Economics and Business (NICEBIS) Proceedings

Section

Articles