THE EFFECT OF HIJAB WORN BY INFLUENCERS IN MUSLIM FASHION PRODUCT ENDORSEMENT THROUGH INSTAGRAM TOWARDS PURCHASE INTENTION
Nowadays, there is a wide range of influencers that can be chosen as a promotion agent in conducting product endorsements through social media. Hence, it could be a challenge for businesses to choose the appropriate influencer to promote their products, including Muslim fashion business. This rese...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/67165 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Nowadays, there is a wide range of influencers that can be chosen as a promotion agent in conducting
product endorsements through social media. Hence, it could be a challenge for businesses to choose the
appropriate influencer to promote their products, including Muslim fashion business. This research aims
to find out whether an influencer who wears hijab in Muslim fashion product endorsement through
social media looks favorable to Muslim consumers, as well as whether the hijab worn by the influencer
affect purchase intention. The data for this research is collected through online survey with 212 Muslim
women respondents. The data that has been collected is then analyzed with PLS-SEM in order to
determine the relationship between the research variables. The result shows that perception towards
appearance (hijab) has a positive influence on the attractiveness, trustworthiness, and expertise of an
influencer. Both trustworthiness and expertise is also found to have a positive influence on consumer
attitude, which leads to a positive influence towards purchase intention. However, the result of this
study shows that both perception towards appearance (hijab) and attractiveness do not have significant
influence towards consumer attitude. The findings of this research are expected to provide insights for
future researchers and Muslim fashion product marketers regarding the perception of consumers
towards Muslim fashion product endorsement through social media, as well as which influencers that
should be chosen to promote Muslim fashion products through social media.
Keywords: Hijab, Influencer, Muslim Fashion, Product Endorsement, Instagram, Perception Towards
Appearance, Source Credibility, Consumer Attitude, Purchase Intention |
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