THE RELATIONSHIP BETWEEN L-MEN OF THE YEAR ICON INTO BUYER MOTIVATION (A CASE STUDY IN WEST JAKARTA, INDONESIA)

Abstract

This research is aiming to find out whether brand endorsement of L-men product, in this case L-men of the Year has impact toward buying motivation of L-men consumer and to find out the variable which has the most impact on affecting buying motivation. This research held in West Jakarta with total population of L-men consumers are 160 men and the samples are 114 men. This research is focusing on analyzing men only as the gender of the population, because L-men is a product that is targeting on men. The data were collected by online surveys that are spread out towards L-men users community in Jakarta, and also from several documentation. A total 114 respondents were recruited using systematic random sampling technique while the result of hierarchical multiple regression F-test found that brand endorsement have effect towards buying motivation with the result is F = 16.181 and sig is .000. In t-test researcher found that there was significant effect between credibility and buying motivation with t value result is 3.010 and t sig is 0.003, physical appearance has a relationship with buying motivation since its Beta score is 0.188 but the relationship is not significant as the sig value is 0.146, bigger that 0.05. Trustworthiness has a zero value of Beta score, meaning that trustworthiness itself has no relationship towards buying motivation. The findings of this research concluded that L-men of The Year Icon simultaneously has a significant effect towards buying motivation of L-men products. Credibility has a relationship and significant effect towards buying motivation of L-men products, while Physical Appearance proved affecting buying motivation but not significant. Trustworthiness is the only variable that has no relationship towards buying motivation. By those quantitative result, researcher would like to add some management direction for marketing performance development. Researcher suggest that in developing the positive affect of the Credibility and Physcial Appearance value of L-men of The Year, Nutrifood company needs to increasing more awareness of the latest trend in the purpose of increasing the likability and similarity indocator of a credible brand endorsement. Also, Nutrifood should held more seminars, classes and workshops wih L-men of The Year as one of the speaker.