The Influence of Celebrity Endorser, Brand Awareness, and Brand Attitude on Purchase Intention of Erigo Products among Generation Z in Jakarta
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Abstract
This research aims to examine the simultaneous and partial influence of Celebrity Endorser, Brand Awerness, and Brand Attitude on Purchase Intentions for Erigo products in Jakarta. Primary data was collected using a survey method by distributing questionnaires to respondents who were aware of Erigo product advertising among generation Z. The number of respondents who participated in this research was 103 people, who were selected using a purposive sampling method. The data was then analyzed using multiple linear regression analysis. The results of the research analysis show that together, Celebrity Endorser, Brand Awareness, and Brand Attitude have a significant influence on Purchase Intention. Partially, Celebrity Endorser, Brand Awareness, and Brand Attitude also have a positive influence on Purchase Intention. This research was conducted in the area around West Jakarta with the aim of identifying the influence of these factors in that context. The results of this research can be used as evaluation material for Erigo in their strategy to use Celebrity Endorsers and in efforts to improve their brand image. The managerial implication of this research is that local fashion companies can consider using Celebrity Endorsers and efforts to improve consumer appeal to increase interest in purchasing their products in the market. Simultaneous testing by looking at the R-Square coefficient of determination (R2) of 0.597. This result can be interpreted as that the model used is able to explain 59.1% of the dependent variable, while the remaining 40.9% is influenced by other factors outside the model.
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