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All Journal Neraca Manajemen, Akuntansi, dan Ekonomi El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Adam Afifallah Maulidan Rizqi
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Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences

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PENGARUH CELEBRITY ENDORSEMENT DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PRODUK FASHION ERIGO Adam Afifallah Maulidan Rizqi; Mirzam Arqy Ahmadi
Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi Vol. 13 No. 7 (2025): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v13i7.9766

Abstract

ABSTRACT In the highly dynamic and competitive fashion industry, companies are faced with huge challenges to build brand loyalty among consumers. Intense competition and the large selection of new brands make it difficult for customers to be loyal to one brand. This research aims to analyze the influence of celebrity endorsement, brand image, and purchase intention on Erigo fashion products. The method used in this research is quantitative with a survey design, involving 130 respondents who are consumers of Erigo products. Data processing was carried out using SMART-PLS. The results of the analysis show that celebrity endorsement and brand image have a significant positive influence on purchase intention, with brand image showing a stronger influence than celebrity endorsement. These findings provide strategic insight for marketers to increase consumer purchasing intentions through strengthening brand image and the appropriate use of celebrity endorsements. The limitation of this research lies in the sample which is limited to respondents who have known or purchased Erigo products, which may not fully represent all potential consumers in the market. Keywords : Celebrity Endorsement, Brand Image, Purchase Intention, Fashion ABSTRAK Dalam industri fashion yang sangat dinamis dan kompetitif, perusahaan dihadapkan pada tantangan besar untuk membangun loyalitas merek di antara konsumen. Persaingan yang ketat dan banyaknya pilihan merek baru menyebabkan pelanggan sulit untuk setia pada satu merek. Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorsement, brand image, dan purchase intention terhadap produk fashion Erigo. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan desain survei, melibatkan 130 responden yang merupakan konsumen produk Erigo. Olah data dilakukan dengan menggunakan SMART-PLS. Hasil analisis menunjukkan bahwa celebrity endorsement dan brand image memiliki pengaruh positif yang signifikan terhadap purchase intention, dengan brand image menunjukkan pengaruh yang lebih kuat dibandingkan celebrity endorsement. Temuan ini memberikan wawasan strategis bagi pemasar untuk meningkatkan purchase intention konsumen melalui penguatan brand image dan penggunaan celebrity endorsement yang tepat. Keterbatasan penelitian ini terletak pada sampelnya dimana terbatas pada responden yang telah mengetahui atau membeli produk Erigo, yang mungkin tidak sepenuhnya mewakili seluruh konsumen potensial di pasar. Kata kunci : Celebrity Endorsement, Brand Image, Purchase Intention, Fashion
Tren Belanja Online: Analisis Pengaruh Online Customer Review dan Brand Image terhadap Purchase Intention di Shopee dengan Trust sebagai Mediasi Adam Afifallah Maulidan Rizqi; Aflit Nuryulia Praswati
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 4 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i4.7716

Abstract

The purpose of this research is to investigate in depth the causal relationship between online customer reviews and brand image on purchase intention of fashion products on the Shopee platform, with trust as an intervening variable. This study adopts a quantitative approach with a non-probabilistic sampling technique through a purposive sampling method, involving 170 participants selected based on specific criteria. The data collection instrument is a digital questionnaire that is distributed online. The data obtained is then processed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) analysis technique with SmartPLS software. The findings show that both online customer reviews and brand image provide a positive and significant contribution to purchase intention. In addition, both variables also significantly strengthen trust, which then significantly influences purchase intention. Furthermore, trust plays an essential mediator in bridging the influence of online customer reviews and brand image on purchase intention.
Tren Belanja Online: Analisis Pengaruh Online Customer Review dan Brand Image terhadap Purchase Intention di Shopee dengan Trust sebagai Mediasi Adam Afifallah Maulidan Rizqi; Aflit Nuryulia Praswati
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 4 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i4.7716

Abstract

The purpose of this research is to investigate in depth the causal relationship between online customer reviews and brand image on purchase intention of fashion products on the Shopee platform, with trust as an intervening variable. This study adopts a quantitative approach with a non-probabilistic sampling technique through a purposive sampling method, involving 170 participants selected based on specific criteria. The data collection instrument is a digital questionnaire that is distributed online. The data obtained is then processed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) analysis technique with SmartPLS software. The findings show that both online customer reviews and brand image provide a positive and significant contribution to purchase intention. In addition, both variables also significantly strengthen trust, which then significantly influences purchase intention. Furthermore, trust plays an essential mediator in bridging the influence of online customer reviews and brand image on purchase intention.
Co-Authors Aflit Nuryulia Praswati Mirzam Arqy Ahmadi