Celebrity Endorsers vs Expert Endorsers: Who Can Affect Consumer Purchase Intention for Halal Fashion Product?

Abstract

This study aims to analyze the effect of using two types of endorsers, namely celebrities and expert endorsers, on consumer purchase intentions between halal fashion products. The method used in this study is PLS-SEM for model evaluation. This study analyzes the effect of using two types of endorsers, namely celebrities and expert endorsers, on consumers' purchase intentions between halal fashion products. The method used in this study is PLS-SEM for model evaluation. This study gave respondents a full-color print advertisement containing a photo of artist April Jasmine as a celebrity endorser and expert fashion designer Hannie Hananto as an expert endorser. We use celebrity and expert endorsers as independent variables and consumer purchase intention in halal mode as the dependent variable. The result showed that celebrity endorsers positively influence consumer purchase intention in halal fashion products. Meanwhile, expert endorser does not affect consumer purchase intention on halal fashion products. The results of this study reveal that celebrity endorsers positively affect consumers' purchase intentions for halal fashion products. However, marketers must pay attention to the suitability of selecting the type and attributes of the endorser with the product they support. The goal is that the marketing costs incurred by the company in the endorser use strategy are more effective and follow marketing objectives.

The Impact of Subjective Norm and Religiosity on Zakat Compliance of Muslim Entrepreneurs: The Mediating Role of Intention

“…According to studies conducted by Saad and Haniffa (2014) and Timur et al (2022). intention plays a crucial role in motivating Muslims to fulfil their zakat obligations.…”

Pengaruh E-Wom, Celebrity Endorser Dan Website Quality Terhadap Impulsive Buying Behavior Konsumen Di Platform E-Commerce Shopee Surabaya

“…Deshbhag dan Mohan (2020) menyatakan bahwa endorsement adalah bentuk komunikasi di mana seorang selebriti bertindak sebagai juru bicara untuk merek produk atau layanan tertentu. Sementara itu, Timur, et al, (2022) mendefinisikan selebritis sebagai individu yang memiliki prestasi dan keberhasilan dalam bidang tertentu dan mendapat pengakuan publik dari sebagian besar kelompok masyarakat tertentu.…”

Exploring Gender Differences in Determinants of Bank Aladin Sharia Adoption: A Multi-Group Analysis Approach

“…Another early stage in decisionmaking is consumer behavior in choosing the product to be used (Qiu et al, 2018;Timur, 2022). Visitors use subjective and objective elements to determine their intentions, thus they will continue to assess any new information that comes their way (Qiu et al, 2018;Timur et al, 2022).…”