The consumer perception on celebrity endorsement online clothing and intention to purchase.

Abstract

Shopping clothes through the Internet has become more popular in this digital world. Business owners have to make their products more outstanding than their competitors by using various methods including celebrity endorsement. Therefore, the purpose of this study is to investigate the impact of celebrity endorsement on consumers’ purchasing intention online clothing products and other factors that affect their intention to purchase. This study utilizes the qualitative approach using the in-depth interview. The interview was conducted with 15 respondents in the age group 20-40 years old. This research revealed that celebrity endorsement is attractive for consumers, but it is not the reason to buy clothes online. The most influencing factor is convenience. Product quality is viewed as second. In addition, the other potential factors that have been found in this study are review from other consumers, as well as trust and security.