FACTORS AFFECTING THE PURCHASE INTENTION TO SELEBGRAM-OWNED STORE: GREATER JAKARTA CUSTOMERS’ PERSPERCTIVE

Abstract

Purpose –This study aims to identify the factors affecting purchase intention on selebgram-owned store: celebrity endorsement, curiosity, and store image. Design/methodology/approach – This study used a survey method and distributed the questionnaire as the instrument tool. Using purposive sampling technique, the questionnaire filled up by 476 millennial respondents who already buy the products owned by Selebgrams and live in Greater Jakarta. The data collected were analyzed with the Structural Equation Modelling using AMOS 23. Findings – The result shows that there is a significant influence between celebrity endorsement (celebrity endorser’s attractiveness, celebrity endorser’s credibility, celebrity endorser’s trustworthiness) to store image and purchase intention. The result also shows that store image has a significant influence on curiosity and impacts purchase intention. However, store image to purchase intention is negatively influences. Originality/value – This study was the first study that asses the theory of celebrity endorsement, curiosity, store image and purchase intention on Selebgram-Owned store in the food and beverages industry in Greater Jakarta.