ATRIBUT CELEBRITY ENDORSER TERHADAP MINAT BELI PAKAIAN CUSTOM GS CLOTHING

Abstract

The popularity of celebrity endorser is recently often used as a promotional strategy because it is considered effective in increasing sales. This phenomenon that is familiar is utilized by GS Clothing, a business startup in the clothing field that produces customized clothing and is domiciled in Surabaya. The purpose of this research is to find out the effect of celebrity endorser that consists of trustworthiness, expertise, and physical attractiveness towards the purchase intention of GS Clothing prospective consumer. This research method uses quantitative method with multiple linear regression analysis. The samples that are used in this research are 90 respondents that are obtained through questionnaires. Based on the result of data analysis, it shows that celebrity endorser’s attributes that consist of trustworthiness, expertise, and physical attractiveness has positive efffect and significant on purchase intention of GS Clothing prospective consumer.