Pengaruh Brand Ambasador dan Brand Personality terhadap Purchase Intention Produk Fashion Erigo pada Mahasiswa di Kota Medan

Abstract

The development of technology and the acceleration of the flow of information increase business competition which demands to bring out the advantages of its products, especially Erigo fashion products. These fashion products have made various efforts but have not been able to increase purchase intention, especially among students who are quite consumptive and make fashion their lifestyle. Many young people today see the style of dress of influencers and their idols on social media thus imitating this style of dress, Erigo products have collaborated with brand ambassadors and brand personalities who have the potential to introduce the Erigo brand but have not been fully able to attract purchase intention from consumers. This study aims to determine the brand ambassador and brand personality on purchase intention of Erigo fashion products in Medan City. The influence between the brand ambassador and the brand personality will be analyzed partially and simultaneously. This study uses quantitative methods involving 100 students who shop for Erigo fashion products in Medan City as the research sample. The sampling technique is purposive sampling. The data collection used is a questionnaire using a Likert scale which is distributed to respondents via google form. The data analysis technique used instrument test of reliability validity, classical assumption test and hypothesis test using SPSS-assisted multiple linear regression analysis. The results of this study indicate that the influence of brand ambassadors and brand personality has a significant effect on purchase intention of Erigo fashion products in Medan City by 69.5%. This means that the brand ambassador and brand personality owned by fashion products in Erigo Medan City have been able to increase student purchase intention, the higher the brand ambassador and brand personality, the higher the purchase intention of students who shop for Erigo fashion products in Medan City.