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The Effect Of Fashion Blogger As An Endorser On Indonesian Millennials' Purchase Intention Toward Fashion Product

Skripsi, 015 / 2019 / IM
Undergraduate Theses from JBPTPPOLBAN / 2019-11-29 13:58:51
Oleh : Irvana Amelia Wendani - 155264016 (
Dibuat : 2019-11-29, dengan 4 file

Keyword : Fashion blogger, Social media, Endorser, Millennials, Purchase Intention


Deskripsi Alternatif :

The fashion blogger is one of the influential forces in the fashion industry, due to the growth of technology and social media. The purpose of this report is to understand the effect of fashion bloggers towardIndonesian Millennial’spurchase intention. Also, to identify the relationship between fashion bloggers as an endorser in advertisement and consumers purchase intention. And how do their physical attractiveness, expertise, trustworthiness, respect, and similarity as an attribute of an endorser can influence the purchase intention of consumers. Further, this study uses a self-administered online survey with a sample of 392 respondents who are the millennial generation in Indonesia. The data collected is measured with the structural equation model in SMARTPLS. Finally, the findings reveal that fashion bloggers must provide good contents and deliver information appropriately.In the end, the author believes that how consumers receive information from fashion bloggers is an important factor to build credibility for fashion bloggers as an endorser. Keywords: Fashion blogger, Social media, Endorser, Millennials, Purchase Intention.

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  • Supervisor: Drs. Agustinus C. Februadi, M.Phil., Ph.D., Editor: Erlin Arvelina