Nurhidayati, Enjang (2025) Pengaruh Endorser Credibility dan Perceived Quality terhadap Purchase Intention Pada Brand Hijab Sattka di Kalangan Gen Z dengan Brand Trust Sebagai Variabel Mediasi. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The modest fashion trend in Indonesia is experiencing significant growth, driven by increasing consumer awareness of fashion identity and the Muslimah lifestyle. Concurrently, Generation Z, as digital natives and a dominant market segment, exhibits distinct characteristics in their purchasing decisions, particularly for Muslim fashion products such as hijabs. This cohort not only evaluates product quality but also considers the brand's conveyed values. The Sattka hijab brand is among the industry players that actively leverage public figures in their marketing efforts. The phenomenon of hijab brand collaborations with public figures, coupled with the growing prevalence of online shopping, provides a critical context for this study. This research aims to examine the effects of Endorser Credibility and Perceived Quality on Purchase Intention, with Brand Trust serving as a mediating variable, within the context of the Sattka hijab brand. The study targeted Generation Z consumers who have previously purchased Sattka hijab products, with a total sample of 105 respondents. Data were collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that Endorser Credibility does not exert a direct influence on Purchase Intention but significantly impacts Brand Trust. Conversely, Perceived Quality positively influences both Brand Trust and Purchase Intention. Moreover, Brand Trust is found to have a positive effect on Purchase Intention and effectively mediates the indirect relationships between Endorser Credibility, Perceived Quality, and Purchase Intention. Keywords: Endorser Credibility; Perceived Quality; Purchase Intention; Gen Z; Local Hijab Brand
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Enjang Nurhidayati | ||||||||
| Date Deposited: | 21 Jul 2025 04:04 | ||||||||
| Last Modified: | 21 Jul 2025 04:04 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39839 |
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