Pengaruh Endorser Credibility dan Brand Credibility terhadap Purchase Intention Produk Erigo dengan Attitude Sebagai Variabel Intervening

Abstract

The phenomenon of competition in Indonesia’s local apparel industry challenges brands like Erigo to remain relevant. As a brand targeting Generation Z and Millennials, Erigo relies on marketing strategies through endorser credibility and brand credibility to build positive attitudes among its target consumers and increase purchase intention. In a dynamic market, it is crucial to understand the influence of endorser and brand credibility on purchase intention, both directly and through attitude as a mediator. This study aims to analyze the influence of endorser credibility and brand credibility on the purchase intention of Erigo’s products, with attitude as an intervening variable. Data were collected from 135 respondents, who represent Erigo’s target market, using the purposive sampling method. The analysis was conducted using Structural Equation Modeling-Partial Least Square (SEM PLS). The results indicate that endorser credibility and brand credibility significantly influence attitude, and attitude significantly influences purchase intention. Furthermore, attitude is proven to mediate the influence of endorser credibility and brand credibility on purchase intention. These findings provide strategic insights for local apparel businesses to enhance brand credibility and select suitable endorsers to foster positive attitudes and strengthen the purchase intention of their target consumers.