Pengaruh Kredibilitas Idol Group JKT48 Sebagai Celebrity Endorser Produk Erigo Terhadap Niat Beli Konsumen

Abstract

This study aims to examine the impact of the credibility of the idol group JKT48 as a celebrity endorser on consumer purchase intentions for Erigo products. In the rapidly growing digital marketing era, the use of celebrity endorsers has become a key strategy in influencing consumer purchase decisions. JKT48, as an idol group with significant influence, was chosen to test how much their credibility affects consumer purchase intentions for Erigo, a local fashion brand that is rapidly growing. This study employs a quantitative approach with a survey method. Data were collected through questionnaires distributed to respondents who are fans of JKT48 and users of Erigo products. The variables tested include three dimensions of credibility: trustworthiness, expertise, and attractiveness, and their influence on consumer purchase intentions. The results of the study indicate that the credibility of JKT48 as a celebrity endorser influences consumer perception of Erigo products, which in turn affects consumer purchase intentions. The dimensions of trustworthiness, expertise, and attractiveness all prove to have a significant impact on consumers' positive perceptions and purchase intentions for Erigo products. These results confirm that the credibility of JKT48 as a celebrity endorser can strengthen consumer views on the quality and value of Erigo products, which leads to increased purchase intentions.