THE EFFECT OF CELEBRITY ENDORSEMENT AND THE REPUTATION OF THE @OOTD FESS FORUM ON CONSUMER BUYING INTEREST IN FASHION PRODUCTS AMONG MILLENNIALS, JAKARTA, 2020.

  • Virgo Simamora Universitas 17 Agustus 1945 Jakarta
  • Novi Theresia Kiak Universitas Nusa Cendana, Kupang
  • Maria Prudensia Leda Muga Universitas Nusa Cendana, Kupang
Keywords: Celebrity Endorsers, Ootdfess, Buying Interest

Abstract

This explanatory study seeks to explain the impact of celebrity endorsement and reputation of the @OOTDFESS Forum as exogenous factors on customers' purchase intentions as endogenous variables. Using the questionnaire, the data was collected from 100 millennials aged 20 to 40 who are residents of DKI Jakarta Province. The hypothesis in this research was tested using the Partial Least Square Modeling (PLS-SEM) methods applied with the software of SmartPLS 3.0. The findings of this study indicate that (1) celebrity endorsers have a positive and significant effect on consumers’ purchasing intention. (2) The reputation of the @OOTDFESS Forum has a positive and significant impact on consumers’ purchasing intention. (3) The celebrity endorsement and the reputation of the @OOTDFESS forum simultaneously have an effect on buying interest. According to this research, celebrity endorsement and the reputation of the @OOTDFESS forum variables cause 66.8% of the changes in consumers' purchasing intentions in the fashion industry.

Author Biographies

Virgo Simamora, Universitas 17 Agustus 1945 Jakarta
Universitas 17 Agustus 1945 Jakarta
Novi Theresia Kiak, Universitas Nusa Cendana, Kupang
Fakutlas ekonomi dan Bisnis
Maria Prudensia Leda Muga, Universitas Nusa Cendana, Kupang
Fakultas Ekonomi dan Bisnis

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Published
2021-10-18
Section
Articles