Pengaruh Celebrity Endorser dan Brand Trust Terhadap Keputusan Pembelian Konsumen Pada 3Second di Indonesia. (The Influence of Celebrity Endorsers and Brand Trust on Consumer Purchase Decisions in 3Second in Indonesia).

Maharani, Shafira Alya (2024) Pengaruh Celebrity Endorser dan Brand Trust Terhadap Keputusan Pembelian Konsumen Pada 3Second di Indonesia. (The Influence of Celebrity Endorsers and Brand Trust on Consumer Purchase Decisions in 3Second in Indonesia). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

In the current era of globalization, fulfilling people's needs for clothing, or fashion, is increasing. As a result, many people look for and buy clothes that they find attractive and comfortable to wear. This is because clothes can show a person's lifestyle. With the emergence of a more consumerist lifestyle, the movement of the fashion industry in Indonesia has also changed. Fashion companies pay more attention to design diversity and quality to attract consumers' attention to the products they produce, but companies must also pay attention to the Celebrity Endorser and Brand Trust of their brand names because there are still many companies in the fashion sector that ignore them. Celebrity Endorser and Brand Trust are also important for a company's good name so that it is viewed favorably by consumers when choosing or purchasing their products. The purpose of this research is to determine and analyze the significant influence of Celebrity Endorser and Brand Trust on Consumer Purchasing Decisions at 3Second in Indonesia. This type of research uses quantitative research. The population in this research is all 3Second users in Indonesia. Meanwhile, the sample used 100 respondents. The data processing technique in this research uses SPSS. The results of the research show that Celebrity Endorser and Brand Trust have a very strong significant influence together on consumer purchasing decisions at 3Second in Indonesia. Based on these conclusions, 3Second in Indonesia should be able to better utilize the marketing strategy of celebrity endorsers who have attractiveness, also continuously update who has attractiveness in their respective eras and the existence of Brand Trust can lead to Consumer Purchasing Decisions because at this time When some people buy something, they always look at brand trust.

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