THE POWER OF ENDORSER IN CONSUMER BUYING DECISION PROCESS AMONG UNIVERSITY STUDENT

• Main Author: Indriani Halomoan, Lizda
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72374
• Institution: Institut Teknologi Bandung

In marketing, one of the factors in making an advertisement likeable is the use of endorser. Endorser has been proven to create favorable impact in advertisement and generates consumer purchase intention by many previous researches. Moreover, female university students constantly seek fashion advice from endorser, who has a reputation for being stylish and credible, in order to create self-identity and enhance self-esteem. In Indonesia, there are several types of endorser with the opportunity to assist companies to increase awareness and boost sales. However, companies need to aware that consumers have their own preference in selecting endorser as fashion and style reference that represent themselves as an individual. Therefore, this research aims to study about types of endorser and their influence in consumer buying decision process among Jakarta and Bandung university students. The number of sample in this research is 205 female undergraduate university students from Jakarta and Bandung. The type of research in this paper is descriptive research. Tables and charts are used in the research to show nominal data result; while descriptive statistics and SPSS technique are applied to analyze the correlation of several data. It is found that product’s display has become the most important attribute for consumers in choosing fashion product; followed by quality, price, functionality, brand, and trend. 137 respondents claimed to use endorser as their reference in seeking information about fashion. About 56% of the total respondent answered that the most preferred or liked endorser is the fashion blogger with a reason of liking of ‘likability’. Then, respondents are asked about whether they have ever purchased fashion product within the period of January until April 2016, under the influence of endorser. The research suggests that fashion blogger succeeds to influence consumer’s purchase decision as much as 60 out of 108 purchases. The post-purchase evaluation shows that 69% of consumers who has previously bought products from the endorser, shares their experiences and feelings with people. A comparison between Jakarta and Bandung is done to provide an insight of the consumer buying decision process for fashion entrepreneur and retailer. The research findings suggest that fashion blogger is the most effective endorser to result in consumer purchase decision in both cities. Fashion blogger possesses both credibility and expertise, which explain why fashion blogger is the best option to develop consumer positive attitude towards the advertisements and products. Fashion entrepreneur and retailers are advised to consider engaging fashion blogger since they are effective in generating purchase intention and decision. Nevertheless, to be noted that specific individual of fashion blogger needed to be carefully chosen in order to correspond with the product, as well as the target market to achieve the best advertising result.