The Influence of Brand Image, Celebrity Endorsement, Product Packaging and Product Quality on Consumer Purchase Intention towards Local Fashion Brands: a Case Study of the Executive

Azubaidi, Bushra Saleh Salim and Abadi, Fiter (2021) The Influence of Brand Image, Celebrity Endorsement, Product Packaging and Product Quality on Consumer Purchase Intention towards Local Fashion Brands: a Case Study of the Executive. Bachelor thesis, Swiss German University.

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Abstract

The main purpose of this study is to investigate the effect of Brand Image, Celebrity Endorsement, Product Packaging, Product Quality that influence consumer's purchase intention towards local fashion brands in Indonesia, the case study is The Executive. This study aims to understand millennial' purchase intention to local products. This study uses a quantitative method and collects the data through the questionnaire that distributed to The Executive customer that aware of and purchased The Executive product within a year in the Jabodetabek region. The sample in this research was 150 respondents that age between (21-39) years. This research use SPSS software in analyzing pre-test and SMARTPLS to analyze post-test. The finding of this research that Brand Image, Product Packaging, and Product Quality have a significant effect on purchase intention. However, Celebrity Endorsement does not have a significant effect on purchase intention. This study is important as a reference to the local fashion brands to be more appealing in order to face stifle competition with global brands therefore, there are several recommendations for local fashion brands.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: : Brand Image, Celebrity Endorsement, Product Packaging, Product Quality, The Executive, Local Fashion Brands, Purchase Intention
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5415 Consumer Behavior
H Social Sciences > HF Commerce > HF5813 Endorsements in advertising
H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
H Social Sciences > HM Sociology > HM742 Online social networks > HM742.1 Social Media
Divisions: Faculty of Business Administration and Communication > Department of Business Administration
Depositing User: Faisal Ifzaldi
Date Deposited: 30 Dec 2021 05:18
Last Modified: 30 Dec 2021 05:18
URI: http://repository.sgu.ac.id/id/eprint/2256

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