THE INFLUENCE OF CELEBRITY ENDORSEMENTS AND ELECTRONIC WORD-OF-MOUTH OF GENERATION Z PURCHASE DECISION OF SCARLETT WHITENING PRODUCTS

: technological developments in this era make many things easy, from accessing information to shopping on the internet. These days, many people choose to type what they will buy in internet searches and the results of these searches can have an effect on purchase decision. The higher growth rate of social media users makes entrepreneurs choose marketing strategies by utilizing the internet to communicate, provide information and promote their business to consumers. The purpose of this study is to find out whether the influence of celebrity endorsement and electronic word-of-mouth on Generation Z’s purchase decision of Scarlett Whitening products. This study uses quantitative method and the researchers distributed questionnaires and samples and used 100 respondents. The results of this study found that celebrity endorsement and electronic word-of-mouth partially had a significant positive effect on Generation Z’s purchase decision of Scarlett Whitening products and the results also showed that celebrity endorsement and electronic word-of-mouth simultaneously had a positive and significant effect on generation z’s purchase decision.


Research Objective
The research objectives used are as follows: 1.
To find out the influence of celebrity endorsement on Generation Z purchase decision of Scarlett Whitening.

2.
To find out the influence of electronic word-of-mouth on Generation Z purchase decision of Scarlett Whitening.

3.
To find out the influence of celebrity endorsement and electronic word-of-mouth on Generation Z purchase decision of Scarlett Whitening simultaneously.

Marketing
McDaniel et al (2011) stated that marketing is activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. They said marketing involves more than just activities performed by a group of people in defined area or department. According Kotler and Keller (2012) Marketing is about identifying and meeting human and social needs. Marketing is the important thing to make the company achieve their goals and get a lot of profit. Marketing is about identifying and meeting human and social needs. Marketing is the important thing to make the company achieve their goals and get a lot of profit.

Purchase Decision
According to Kotler and Armstrong (2016) is the stage in the decision-making process of buyers where consumers buy. Decision making is an individual activity that is directly involved in obtaining and using the goods offered. Another definition of a purchase decision is the buyer's decision about which brand to buy. Consumers can form the intention to buy the most preferred brand. Purchase decision is a process of decision making about a purchase which includes determining what to buy or not to make a purchase (Kotler and Armstrong, 2016).

Celebrity Endorsement
The definition of celebrity itself is a public figure or someone who is known to the public, such as athletes, film players, politicians and people who are famous and often appear in the media and also a product advertising model (Shimp, 2003). Meanwhile, celebrity endorsers on Instagram or commonly known as celebrities are the names for those who are trusted to bring products that are sold online through an Instagram account.

Electronic Word-of-Mouth
Harrison-Walker (2001) stated that word-of-mouth is an informal, person-to-person communication between non-commercial communicators and recipients regarding a brand, product, organization, or service. Meanwhile, according to (Hennig-Thurau et al, 2004) is a positive or negative statement made potentially and actually by consumers who have used products or services from a company and can be accessed by many people and institutions via the internet.

Previous Research
Khan and Lodhi (2016). "Influence of Celebrity Endorsement on Consumer Purchase Decision: A Case of Karachi". The study is conducted in Karachi city; the aim was to analyze the influence of celebrity endorsed advertisements on consumer purchase decision. It is found that celebrity endorsement is a powerful marketing tool which is always a centre of attraction to most of the consumers. Consumers perceive celebrity endorsed advertisement positively as compare to non-celebrity ads. According to the respondents celebrity endorsed advertisement are more reliable than non-celebrity endorsed advertisement due to which they preferred trustworthiness of celebrity to be the influencing factors in their mind. According to the respondents it is concluded that celebrity endorsed advertisements have the influence on their purchase decision.
Majeed and Razzak (2011). "The Impact of Television Advertisement Repetition, Celebrity Endorsement and Perceived Quality on Consumer Purchase Decision". The empirical findings Repetition of detergent powders advertisement positively influence consumers to purchase that brand. Celebrity endorses advertisement of detergent powders found to be insignificant and it does not influence on consumer purchase decision. The reason can be that, customer will attract by showing the superior quality of product in ads not by the celebrity, because it's not the ads of mobile phones or any other product from whom the consumer may inspire with the personality of celebrity and to decide to make purchase of that brand. Perceived quality of detergents powder is the highest significant variable that influence consumer positively to purchase the brand.
McCormick (2016). "Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions". Interestingly, the post-hoc test revealed that using a familiar celebrity endorser elicited an intent to purchase the advertised product, but did not aide in a positive attitude formation toward the brand or advertisement.
Almana and Mirza (2013). The Impact of Electronic Word of Mouth on Consumers' Purchase Decisions. This research reports on results of a study on the effects of online reviews on Saudi citizens' online purchase decisions. The results show that Saudi Internet shoppers are very much influenced by eWOM, and that a larger percentage of them are dependent on such online forums when making decisions to purchase products through the Internet.

Research Approach
The research type is quantitative. According to Leavy (2017), quantitative research is characterized by deductive approaches to the research process aimed at proving, disproving, or lending credence to existing theories. This research used descriptive method in order to describe the research object or the result. This research in field of Marketing will investigate the analysis of Generation Z Purchase Decision through Celebrity Endorsement and Electronic Word-of-Mouth on Scarlett Whitening Products.

Population, Sample Size, and Sampling Technique
Population is the entire group or people, events, or things that the researcher desires to investigate (Sekaran and Bougie, 2010). The population in this research is Generation Z (age 11 -26) in Manado as many as 100 respondents. This research use purposive sampling. According to Sugiyono (2016) Purposive sampling, and non-probability sampling will be used in conducting this research. Purposive sampling is a technique of sampling data sources with certain considerations.

Data Collection Method
The research data that use in this study is primary data and secondary data. The data of this research will be obtained directly by using a questionnaire to those who are related with this research. The secondary data is being collected from existing journals, statistical official report and online articles, that can be accessed and retrieved using the internet or archives.

Operational Definition of Research Variable
1. Purchase Decision. Purchase decision is the thought process that leads a consumer from identifying a need, generating options, and choosing a specific product and brand.
(Indicators: product selection, brand selection, purchase channel selection, time of purchase, payment method) 2. Celebrity Endorsement. Celebrity endorsement is advertisements that use an expert or celebrity as a spokeperson to endorse the use of a product or service.
(Indicators: celebrity attractiveness, celebrity credibility, celebrity expertise, celebrity congruity). 3. E-Word-of-Mouth. E-WOM is online consumer reviews, it consists of analyses and commentaries generated and posted by the end users of products who have spent their money on the product and indeed used it.
(Indicators: platform assistance, venting negative feelings, concern for each other consumers, extraversion/positive self-enhancement, social benefits, economic incentives, helping the company, advice seeking)

Data Analysis Method Validity and Reliability Test
Validity is extent to which a construct measures what it is supposed to measure. An easy measure of validity would be to compare observed measurement with the true measurement (Hair et al, 2007). Reliability test is established by testing for both consistency and stability of the answer of questions.

Multiple Regression Analysis Model
Cooper and Schindler (2001)  The minimum value of Cronbach's alpha must be 0.6. It is better if the value is above 0.6 (Sekaran, 2003 Table 1 shows that the value of Cronbach's Alpha on the independent variable is X1 0.854, X2 0.864, and the dependent variable is Y 0.888 which means the Cronbach's Alpha value is reliable because it is more than 0.6.

Validity Test
This research use Pearson Correlation formula. The purpose of validity test is to know whether the instrument is valid or not. If the correlation coefficient between the value of one indicator and the total value of all indicators is positive and ≥ Rtable (0.195) then the instrument is considered as valid (Sugiyono, 2006 Based on the table result, it can be seen that each item has an rvalue greater than rtable at the 5% significant level, which is 0.195 so it can be stated that the items from the Celebrity Endorsement (X1), Electronic Word-of-Mouth (X2) and Purchase Decision (Y) variables are valid.

855
Jurnal EMBA Vol.10 No.3 Juli 2022, Hal. 850 -860  Table 3 shows the tolerance value of Celebrity Endorsement is 0.432 and Electronic Word of Mouth is 0.432, it shows that both variables tolerance value is well above 0.1. While the Variance Inflation Factor (VIF) of Celebrity Endorsement is 2.316 and Electronic Word of Mouth is at 2.316, both are lower than 10. Theoretically, to ensure there is no multicollinearity in this research. The value of tolerance must be greater than 0.1 and the VIF value is less than 10. Hence, this research is free of multicollinearity.

Heteroscedasticity
Heteroscedasticity test can be conducted using the graph of Scatter Plot where the data will be considered having no heteroscedasticity if the dots not performing any pattern and where the dots spreading above and below 0 (zero) on the Y axis.  Figure 2 shows that the dots are not performing any pattern and that the dots seen spreading above and below 0 (zero) on the Y axis. Therefore, the heteroscedasticity test resulted that the data of this research had no heteroscedasticity in this regression. Source: Data Processed (2022) 856

Figure 3. Normality Test
Jurnal EMBA Vol.10 No.3 Juli 2022, Hal. 850 -860 Figure 3 shows the plots are not distributed far from the line and the plots are well aligned with the diagonal line from the bottom to top. Hence the test conclude that the questions spread is normal and the normality test complete.   Table 5 shows the value of R is 0.913. It means the relationship between the Celebrity Endorsement (X1) and Electrronic Word of Mouth (X2) variables on Purchase Decision (Y) variable is strong (0,801 -1,000 correlation is very strong). It means that there is a strong correlation between independent and dependent variables.   1. Table 7 shows that tcount is 5.625 and since the level of significant is 5% (0.05) then the ttable is 1.984, the result is tcount = 5.625 ≥ ttable = 1.984. Since the tcount is higher than ttable then H2 is accepted. It means that celebrity endorsement is significantly influence purchase decision. 2. Table 7 shows that that tcount is 9.755 and since the level of significant is 5% (0.05) then the ttable is 1.984, the result is tcount = 9.755 ≥ ttable = 1.984. Since the tcount is higher than ttable H3 is accepted. It means that variable electronic word of mouth is significantly influence purchase decision. Based on the result, independent variable (celebrity endorsement and electronic word of mouth) have a significant influence toward the dependent variable (purchase decision). In simultaneously test, the result shows that all the independent variable are influence the dependent variable. Which mean, the hypotheses 1, 2, and 3 are accepted.

Discussion
In this study, there were 100 respondents who participated in filling out the questionnaire that have been construct based on the indicators of Celebrity Endorsements, Electronic Word-of-Mouth, Purchase Decision, and the sub-indicators that helps to guide the questions that the author take from the journal that aimed to analyzing the influence of celebrity endorsement and electronic word of mouth of Generation Z purchase decision on Scarlett Whitening products.

Celebrity Endorsement and Purchase Decision
Based on the results it can be seen that the celebrity endorsement (X1) have a positive and significant effect on purchase decision (Y), which means that the celebrities that SCARLETT uses to endorse their products affect the purchase decision of generation Z SCARLETT users in Manado. In this study, there are four indicators of Celebrity Endorsement in this study, namely Attractiveness, Credibility, Expertise and Congruity. These indicators are used in questionnaire to find out what respondents (Generation Z) think about the celebrity endorsement of SCARLETT whitening products. The results of the questionnaire show that the majority of respondents are on the "agree" rather than "disagree". The respondent mostly agree with the statement that the appearance of the artist/influencers at endorse Scarlett Whitening is attractive and charismatic, having endorsements from artists/influencers makes me believe and buy Scarlett Whitening products, artists/influencers who endorse Scarlett Whitening can be considered experts so they can present them and reviews from artists/influencers about Scarlett true to the original.
In the third indicator, the dominant respondent agrees with the Expertise indicator, the respondent agrees with the artist/influencers who endorsed Scarlett Whitening can be seen as an expert so that they are able to present it. Scarlett also uses artists or influencers who are experts in their fields. Such as Tasya Farasya who is a famous beauty influencer in Indonesia who has 5.3 million followers on Instagram and Fadil Jaidi who is known as a funny and unique influencer and has 7.2 followers on Instagram. Their followers are mostly from Generation Z who are up to date and trendy. In the fourth indicator, the dominant respondents answered agree to the Congruity indicator, respondents agreed with the reviews from artists/influencers about Scarlett in accordance with the original. Like the review from Rachel Vennya, who is an influencer known by Generation Z youth because of her lifestyle which is always shared on social media, Generation Z believes in Scarlett products, which she often uses through posts she uploads on her Instagram account. The results of this study are in line with what was stated by De Veirman et al (2017) that celebrity endorsers have the power to directly influence audience purchasing decisions. And also with previous research conducted by Oktri and Chanda (2020) entitled "The Effect of Celebrity Endorser, Brand Image and Price on Skin Care Purchase Decisions at Ertos Buaran Beauty Clinic". This study shows that there is an influence of celebrity endorser variables on purchasing decisions. This shows that the decision to purchase Ertos skincare at the Ertos beauty clinic in Buaran Jakarta is influenced by celebrity endorsers, this means that the more creative celebrity endorsers promote Ertos, the more customers who want to follow or decide to buy Ertos skincare.

Electronic Word of Mouth and Purchase Decision
Based on the results of hypothesis testing that has been carried out, it shows that the variable electronic word of mouth (X2) has a positive and significant effect on purchase decision (Y) of Generation Z on Scarlett Whitening. This can be seen from the positive answers given by respondents to a questionnaire consisting of statements regarding the brand image variables that measured through indicators, namely Platform Assistance (I often receive information about Scarlett Whitening on social media/e-commerce), Venting negative feelings (Many Scarlett Whitening users give negative reviews on e-commerce), Consumer Concern (I received recommendations from friends to use Scarlett Whitening), Extraversion (I got information/reviews of positive experiences from Scarlett Whitening users through social media/e-commerce), Advice seeking (I got information about Scarlett Whitening from users' comments). of several statements this describes the effect of electronic word of mouth of Generation Z purchase decision on Scarlett Whitening products.
In the first indicator, namely Platform Assistance, the dominant respondents answered strongly agree and agree with the statement about the frequency of receiving information about Scarlett Whitening on social media/e-commerce. The intense promotion carried out by Scarlett made Generation Z know and know Scarlett through social media and e-commerce and after finding out about the results of using Scarlett, they decided to make a purchase. The second indicator is Consumer Concern, the dominant respondents answered agree with the statement about getting a recommendation from a friend to use Scarlett Whitening. Honest reviews from familiar friends influence purchasing decisions. The third indicator is Extraversion, the dominant respondents answered agree and strongly agree with the statement about getting information/reviews of positive experiences from Scarlett Whitening users through social media/e-commerce. A good review and accompanied by evidence from the results of previous users' use in e-commerce and social media made Generation Z trust Scarlett and decide to make a purchase. The fourth indicator is Advice seeking, the dominant respondents answered agree with the statement about getting information and advice about Scarlett Whitening from the comments of its users. The information provided by previous Scarlett users makes Scarlett products proven safe to use. The results of this study also support the opinion of Hennig-Thurau (2004) which states that Electronic Word Of Mouth allows communication without face to face between the two parties.

Celebrity Endorsement and Electronic Word of Mouth and Purchase Decision
Based on the results of the simultaneous test (F-test) which aims to determine whether or not there is a simultaneous (together) influence on the independent variables, namely celebrity endorser (X1) and brand image (X2) on purchasing decisions (Y). The results of the tests that have been carried out are obtained by the value of fcount (242.586) > ftable (3.09) or the value of sig. of (0.000) < (0.05). So it can be concluded that the celebrity endorser and brand image variables together have a positive and significant effect on the dependent variable, namely purchasing decisions. From the results of the correlation test (R) of 0.913, it shows that the variables of Celebrity Endorsement and Electronic Word of Mouth simultaneously have an effect of 91.3% on strong purchasing decisions. While the magnitude of R square is 0.833. This shows that Celebrity Endorsement and Electronic Word of Mouth affect product purchase decisions by 83.3% while the remaining 16.7% is influenced by other variables not included in this study. It can be concluded that the Celebrity Endorsement and Electronic Word of Mouth variables have a positive effect on purchasing decisions for Scarlett Whitening products.
This study is in accordance with research conducted by Siswandi and Djawoto (2019), entitled "The Influence of Celebrity Endorser, Korean Wave, Brand Image, Word Of Mouth on Purchase Decisions (Case Study on consumers of South Korean cosmetic products Nature Republic in the city of Surabaya). The test results show that the independent variables celebrity endorser, Korean wave, and brand image have a positive and significant relationship direction to the dependent variable purchasing decisions, same with this study that show positive and significant effect to purchase decision. While the independent word of mouth variable has a negative and significant relationship direction to the dependent variable purchasing decisions, different with this study that show positive and negative effect to dependent variable purchase decision.

CONCLUSION AND RECOMMENDATION Conclusion
Based on the result of analyzing and discussing, the conclusion are: 1. The variables of Celebrity Endorsement and Electronic Word of Mouth that are explained simultaneously have a positive and significant effect on Generation Z Purchase Decision on Scarlett Whitening products. Thus, the hypothesis which states that Celebrity Endorsement and Electronic Word of Mouth has a positive