IMPACT OF INFLUENCER ENDORSEMENT, BRAND AMBASSADOR, AND BRAND AWARENESS ON PURCHASE DECISION (A CASE STUDY OF ERIGO BRAND)

Abstract

In 2020 when the Covid-19 pandemic hit the Fashion Industry also get the effect but also during that time all the online sector or in other words E-commerce drastically increasing that’s why fashion apparel incredibly improving. Erigo apparel as one of the famous fashion brand in Indonesia also feel the effect of the increasing interest on apparel industry and with the innovative combine altogether the demands for Indonesian people was really at the peak. the improvement of the fashion industry. The presence of this occurrence inspired the researcher to conduct a study about this phenomenon to find out what is the best way to increase the sales of Erigo apparel brand and growing buy of the people who get pursued by the marketing strategy of this apparel using these variables on how it impacted the purchase decision. This research will use 3 independent variables such as influencer endorsement, brand ambassador, and brand awareness to 1 dependent variable which is Purchasing Decision. This research will utilize quantitative research approach and use non-probability sampling, more specifically snowball sampling. The total respondents of this study is 245 respondents, answering 25 statements with using Likert Scale method. The researcher will also be using SPSS as a tool to analyze all the data of this study. From the result, it concluded that there is a positive and significant influence of brand awareness to Purchasing Decisions while influencer endorsement and brand ambassador have positive but insignificant influence towards Purchasing Decision