The Influence Of Celebrity Endorsement On Consumer Purchasing Behavior In

Lipa City

A Thesis
Presented to the Faculty of
College of Business Accountancy and Auditing
University of Batangas – Lipa City
Lipa City, Batangas

In Partial Fulfilment of the

Requirements for the Degree
Bachelor of Science in Business Administration
Major in Marketing Management

By:

Abergas, John Matteus

Lipat, Carlo
Mendoza, Guene
Paculba, Ariel.

JUNE 2022

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Address: Governor Feliciano Leviste Road, Lipa City 4217, Batangas, Philippines
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
 Dear Sir/ Madam,

Greetings of Peace!

We are fourth-year BS Business Administration major in Marketing Management students

of the University of Batangas Lipa are currently collecting data for our thesis entitled

“Effects of Social Media Influencer Endorsements on the Buying Behavior of Consumers

in Lipa City” Your assistance in answering our survey would be much appreciated. Rest

assured that your responses will be treated with utmost confidentiality. Thank you for your

assistance and cooperation.

Respectfully yours,

Abergas, John Matteus

Lipat, Carlo Mendoza, Guene Paculba, Ariel.

Researchers

2
Address: Governor Feliciano Leviste Road, Lipa City 4217, Batangas, Philippines
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
 PART I. Demographic Profile

1. Name (Last Name, First Name, Middle Initial)

2. Age
Mark only one oval.
18-20 years old
21-23 years old
24-27 years old
28 years old and above
3. Gender
Mark only one oval.
Female
Male
4. Position
SK Chairman
SK Councilor

PART II. ASSESING THE INFLUENCE OF CELEBRITY ENDORSEMENT

CONSUMER PURCHASING BEHAVIOR IN LIPA CITY
Instruction: Rate the following questions by placing a check in the box. Please
answer the question honestly. Do not leave any item unanswered.
5 –Strongly Agree
4- Agree
3- Neutral
2– Disagree
1- Strongly Disagree

Strongly Agree Neutral Disagree Strongly

Celebrity Agree Disagree
5 4 3 2 1

My perception about a product is influenced

by celebrity endorsement of the product

I will develop an interest in the product if it is

endorsed by a celebrity

I usually pay attention to the image of the

endorser of the brand before purchasing

3
Address: Governor Feliciano Leviste Road, Lipa City 4217, Batangas, Philippines
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
I believe when a celebrity conducts a positive
behavior in public, It will have a positive
impact on the product that they endorsed

I believe that celebrity’s behavior has a direct

relationship on the product that they endorse

Attractiveness

Products endorsed by a celebrity can catch

my attention more than other products
displayed in a retail store.

The advertisement where a celebirty

appeared would make me feel more
favorable towards the product of a brand.

I am willing to try and avail products when it

is endorsed by a celebrity

I feel positive about the advertising

campaign of a brand when a celebrity is
featured

The usage of a celebrity would improve my

perception of the brand

Credibility

When I buy a product endorsed by a

celebrity, I am more certain it fits into my
lifestyle than products not endorsed by a
celebrity

4
Address: Governor Feliciano Leviste Road, Lipa City 4217, Batangas, Philippines
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph
When I buy a product endorsed by a
celebrity, I think the product has more
advantages than products not endorsed by a
celebrity

When I buy a product endorsed by a

celebrity, I think the product is easier to
understand and use than products not
endorsed by them

The benefits described in the advertisement

are believable to me if it is endorsed by well-
known celebrity

After seeing the advertisement of a product,

endorsed by an influencer, I think the product
is worth purchasing

Meaning Transfer

When a celebrity endorses a product, I can

remember both the celebrity and the product

When a celebrity endorses a product, it will

enhance my memory in the future

Even if a product is from a brand, I am not

familiar with, I will remember this product if it
is endorsed by a celebrity

Even though a product is from a brand I am

very familiar with, I will develop more interest
if it is endorsed by a celebrity

I can recognize a brand from other

competing brand if it is endorsed by a
celebrity

5
Address: Governor Feliciano Leviste Road, Lipa City 4217, Batangas, Philippines
Telephone Numbers: +63 43 757 5277
Website: www.ub.edu.ph