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Skripsi, 006 / 2019 / IM
Undergraduate Theses from JBPTPPOLBAN / 2019-11-29 13:29:57
Oleh : Edwin Gumilar - 155264007 (edwingmlr@gmail.com)
Dibuat : 2019-11-29, dengan 4 file

Keyword : Purchase intention, celebrity endorsement, attractiveness, trustworthiness, expertise, the fit between endorser and endorsed product

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Deskripsi Alternatif :

State of the Global Islamic Economy Report 2018/19 shows that global Muslim spending on clothing reaches US$270 billion in 2017, and is expected to increase to US$361 billion in the next six years. Although the market is highly potential, the popularity of HIJUP in Indonesia has fluctuated over the past year. In offering Muslim fashion products, HIJUP company has various possibilities that can be developed. With the richness of culture in Indonesia, developing this business is promising. Moreover, the demand for Muslim fashion in this country is huge. Due to the industry characteristic of Muslim themed, creating purchase intention in this company are challenging. Thus, HIJUP company need to innovate continuously in offering Muslim fashion to create customers purchase intention. Although creating purchase intention is crucial, research on Muslim fashion still limited. This research exploring how customers purchase intention towards Muslim fashion products by HIJUP. This research uses an explorative-descriptive approach to achieve the research objectives. The exploratory approach assessed the customers purchase intention towards HIJUP Muslim fashion products that are influenced by celebrity endorsement, which consists of attractiveness, trustworthiness, expertise, and the fit between endorser and endorsed. The descriptive approach examined customer perceptions in using HIJUP Muslim fashion products. Data were collected through a survey online questionnaire of 414 Muslim fashion users in Bandung, Indonesia. The data analysed using IBM Statistics 23 to evaluate descriptive statistics analysis and SmartPLS 3 for Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis. In the end, this research provides guidance for HIJUP to improve their competitiveness in facing business challenges in the future. Keywords: Purchase intention, celebrity endorsement, attractiveness, trustworthiness, expertise, the fit between endorser and endorsed product.

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