The Influence of Celebrity Endorsers to Invesment Intention in Gen Z during Pandemic

Abstract

The Covid-19 virus pandemic that attacked Indonesia had a very bad impact on the economy in Indonesia, especially in the fields of trade, tourism and investment. However, the economic situation in Indonesia has had a good impact on raising the intention to invest in Indonesia's Generation Z, which is defined as those born between 1995 and 2010. The internal elements that influence Generation Z's investing intention will be explained using the Theory of Planned Behavior (TPB) approach in this study. Three crucial components that are accurate in predicting intention to behave are attitudes toward conduct, subjective norms, and perceived behavioral control. To improve the prediction potential of TPB theory, constructs to gauge investment intentions, such as the influence of celebrity endorsers, must be added. As a result, the research employs quantitative approaches. Sampling was done using a purposive sample technique. In totals, there were 150 respondents who participated. Data was collected using an online questionnaire, Google Form. The analysis used is SPSS 26 software as a tool to analyze the data. Also, the result of data processing showed that, celebrity endorser variable affects investment intentions. Celebrity endorsers have an influence on attitude toward behavior. Subjective norms affect investment intentions. Thus, it can be concluded that celebrity endorsers and subjective norms affect Generation Z's intention to invest during the COVID-19 pandemic.