Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh endorser credibility dan brand credibility terhadap purchase intention yang dimediasi oleh attitude towards brand pada konsumen produk fashion halal merek bylilu di kota lhokseumawe. penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. sampel dalam penelitian ini berjumlah 112 responden yang diperoleh melalui teknik purposive sampling. pengumpulan data dilakukan dengan menggunakan kuesioner, dan analisis data dilakukan dengan metode path analysis. hasil penelitian menunjukkan bahwa endorser credibility berpengaruh signifikan terhadap attitude towards brand dan purchase intention. brand credibility juga terbukti berpengaruh signifikan terhadap attitude towards brand dan purchase intention. selanjutnya, attitude towards brand memiliki pengaruh signifikan terhadap purchase intention, serta berperan sebagai variabel mediasi dalam hubungan antara endorser credibility dan brand credibility terhadap purchase intention. temuan ini mengindikasikan bahwa kredibilitas endorser dan brand merupakan faktor penting dalam membentuk sikap positif konsumen terhadap merek, yang pada akhirnya mendorong niat beli terhadap produk fashion halal. oleh karena itu, perusahaan disarankan untuk mempertahankan dan meningkatkan kredibilitas brand serta memilih endorser yang relevan dan dipercaya oleh target pasar. kata kunci: endorser credibility, brand credibility, attitude towards brand, purchase intention, produk fashion halal

This study aims to analyze the effect of Endorser Credibility and Brand Credibility on Purchase Intention mediated by Attitude Towards Brand on consumers of halal fashion products of the Bylilu brand in Lhokseumawe City. This study uses a quantitative approach with a survey method. The sample in this study amounted to 112 respondents obtained through purposive sampling technique. Data collection was carried out using a questionnaire, and data analysis was carried out using the path analysis method. The results showed that Endorser Credibility has a significant effect on Attitude Towards Brand and Purchase Intention. Brand Credibility is also proven to have a significant effect on Attitude Towards Brand and Purchase Intention. Furthermore, Attitude Towards Brand has a significant influence on Purchase Intention, and acts as a mediating variable in the relationship between Endorser Credibility and Brand Credibility on Purchase Intention. These findings indicate that endorser and brand credibility are important factors in shaping consumers' positive attitudes towards brands, which in turn encourage purchase intention towards halal fashion products. Therefore, companies are advised to maintain and improve brand credibility and choose endorsers that are relevant and trusted by the target market. Keywords: Endorser Credibility, Brand Credibility, Attitude Towards Brand, Purchase Intention, Fashion Products