Androgynous Selebgram Endorsement influence toward Consumer Buying Intention in Relation to the Instagram Advertisement for Fashion Product

• Main Author: Rivai Ahmad Dermawan, Aril
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/44297
• Institution: Institut Teknologi Bandung

Technological progress has changed the face of the economy, especially in the industrial and trade sectors. One important phase in technological development is the emergence of the 4th wave of the industrial revolution, or what is known as the industrial revolution 4.0. One example of technological developments in the trade sector is the conversion of conventional stores into online stores. In the business world Digital marketing is the main marketing strategy or known as digital marketing, one of the supporting media for digital marketing is Instagram, Instagram is a photo and video-sharing application that allows users to take photos, take videos, apply digital filters, and share them with various social networking services, including Instagram services. More and more applications are being carried out by many companies to market their products through Instagram. One such company is fashion products, which sell women's and men's clothing. But the development of fashion has begun to increase rapidly with the emergence of the phenomenal style of androgynous clothing models, or so-called androgynous fashion concepts. Androgyny fashion is a union of male and female styles, as well as masculinity and femininity in one body. From this phenomenal, many androgyny models are validated through Instagram to show the identity of the products they like or like. Therefore this research is intended to examine the effect of endorsers in terms of five aspects (such as ability, credibility, personality, attractiveness, and 3 expertise) through endorsement and also to see the effect of endorsement on consumer buying intentions. Data for this study were collected using a quantitative method approach through an online questionnaire for 200 respondents on social media especially Instagram. This study uses a multilinear regression analysis method to see the effect of five aspects of endorser with endorsement and endorsement with consumer buying intentions. The results show that supporters can strengthen the support done through Instagram and also the endorsement has a very significant influence on consumer purchase intentions. From the data, it was found that personality and attractiveness have a very significant score which is around 0,000 and also 0.003 and for credibility and expertise have a satisfactory score with a score of 0.005 and also 0.01. Then for endorsement influencing consumer purchase intention has a very significant score of 0,000. Then this research is suggested as a reference for marketing strategies that use a model or carrying capacity.