THE IMPACT OF USING INDONESIAN SUPERMODEL ON ADVERTISING TO CONSUMER BUYING BEHAVIOR ON INDONESIAN FASHION PRODUCTS

• Main Author: Tri Aulia, Almira
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25401
• Institution: Institut Teknologi Bandung

In order to make a fashion brand to be a successful business, there are many strategies need to be conducted. One of them is making an attractive advertisement. One of advertising strategy that may help the brands to catch consumer’s eyes in making an attractive advertisement is to use attractive models in their advertisement. As the fashion industry in Indonesia is very competing, fashion brands are competing to advertise their product in their best way. Therefore, the need of fashion models in Indonesia is increasing rapidly. Using a supermodel in their advertisement becomes one of their strategies to lift customer’s awareness to the brand and resulting to the purchase intention. Moreover, Indonesia’s number of regular models exceeds the number of supermodels, resulting in a significant rate gap between supermodel and regular models. This will be the focus of the study to investigate if the presence of a supermodel will helped in influence purchase intention and favourable attitudes toward the advertisement of the consumers. This research identified the impact of using supermodel in advertisement to consumer buying behavior in terms of attitude and purchase intention. The advertisements used are advertisement in scope of Indonesian fashion brand campaign. The sample of this research is women in the age of 18 – 35 living in DKI Jakarta, who happens to represents the millennial generational cohort. This generation is chosen because they are exposed with rapid technologies especially in social media sites (Kalla McCormick, 2016). In this research, 100 women lives in DKI Jakarta with age of 20 - 29 and have the average shopping expenses of minimum Rp.300.000 and above per month were filled the questionnaire online. The questionnaire distributed online and then analyzed using multi regression analysis. Based on the research, findings show that supermodels have bigger and significant impact than regular models, both on attitude towards the advertisement and to purchase intention. It can be concluded that Indonesian woman are more likely to buy products advertised using supermodels. Therefore, using supermodel in fashion product advertisement really should be considered due to the good impact.