THE EFFECT OF CELEBRITY-PRODUCT CONGRUENCE AND PUBLICITY TOWARDS CUSTOMERS BEHAVIOR AND PURCHASE INTENTION AT HIJAB AND GAMIS FASHION INDUSTRY

• Main Author: Carissa Nur Annisa, Nyimas
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41751
• Institution: Institut Teknologi Bandung

With the largest Muslim population in the world, Indonesia has a growing ambition to emerge as a global Muslim fashion capital. Competition in the Muslim fashion industry forces companies to compete to acquire as many market shares as possible. Companies are trying to improve the market's purchase intention of their brand by intensifies their marketing and using strategic marketing method. One of them is maximizing the effect of celebrity endorsement. Marketers use celebrity to help developing trust and credibility of their product. It is believe that media directly and indirectly have impressive effects in affecting customer attitudes, beliefs, and behaviour. The coherence of celebrity with the product they endorse assesses positive feedback from customers. The other aspect to be considered to use a celebrity for advertising a product is their publicity. Publicity is a content form by intermediaries such as reporters, bloggers and others, discusses a wider range of topics about specific subject than advertising that affect organizational stakeholders by framing the subject in positive or negative terms. Consumer behaviour is constructed by of consumer’s tendency in searching, using, purchasing, evaluating, and disposing of products and services that they assume will satisfy their needs. Purchase intention is decision-making process that studies the reason consumer buys a particular brand or product. So this paper aims to study the effect of congruence endorsement in affecting consumer behaviour and purchase intention. The methods used in this research are descriptive analysis, Multi linear regression, and One Way Anova. This study can help muslimah fashion business industry to propose a more strategical marketing strategy that can help to enhance the customer loyalty toward customer behavior and also increasing percentage of customer purchase intention. The finding of this research found that publicity has significant role on effecting consumer behavior and purchase intention. Furthermore, congruence endorsement didn’t have significance impact in influencing consumer behaviour and purchase intention. Attitude toward the brand also ahs significant role in affecting consumer purchase intention. While some sources views congruence endorsement as an important part in affecting consumer behaviour, this study proves that publicity of celebrity affecting consumer purchase intention more significant.