THE IMPACT OF CELEBRITY ENDORSEMENT ON BRAND AWARENESS OF CHILDRENSWEAR

• Main Author: TSABITHA (19215049), NABILA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29462
• Institution: Institut Teknologi Bandung

The emerging and promising market of childrenswear in Indonesia is a great opportunity for <br /> <br /> the businesses playing in the market. However, as the competitiveness is relatively high in the <br /> <br /> industry, the right marketing strategy is needed to compete in the market. Brand awareness is <br /> <br /> one of determining factors in the purchasement of a product. That is why a business should <br /> <br /> really pay attention on building its brand awareness. Celebrity endorsement is a marketing <br /> <br /> strategy which one of its benefits is to increase brand awareness. Many brands in the other <br /> <br /> industries implement this strategy to promote their products. This research has aim to <br /> <br /> investigate the impacts of the factors in celebrity endorsement when used by childrenswear <br /> <br /> brands to increase their awareness. <br /> <br /> The research is done using quantitative analysis and applied non-probability convenience <br /> <br /> sampling to spread the online questionnaires to 210 respondents of Indonesian mothers with <br /> <br /> children aged 0 - 10 years old considered as the target market of childrenswear. The <br /> <br /> childrenswear brands assessed on this research are the top childrenswear brands known from <br /> <br /> their endorsement activities based on prior recall test. The relationship between the <br /> <br /> independent variables of endorser’s credibility, endorser’s attractiveness, and match <br /> <br /> up/product fit towards dependent variable of brand awareness is analyzed using multiple <br /> <br /> linear regression. <br /> <br /> Based on the respondents’ assessment, celebrity endorsement done by childrenswear brands <br /> <br /> percived positively by the respondent. The result of statistical analysis indicates that there is <br /> <br /> correllation between celebrity endorsement and brand awareness in 22% variances. However, <br /> <br /> from the three factors analyzed, only the factor of endorser’s attractiveness has significant <br /> <br /> impact in raising brand awareness of childrenswear.