The Impact of Celebrity Attractiveness, Trustworthiness, Expertise, and Reputation towards Cotton Ink’s Customer Purchase Intention

Abstract

This research will be discussing a local Indonesian fashion brand named Cotton Ink and will discuss whether celebrity attractiveness, trustworthiness, expertise, and reputation impacts Cotton Ink’s customer purchase intention. The aim of this research is to identify whether attractiveness, trustworthiness, expertise, and reputation gives a significant impact on Cotton Ink’s customer purchase intention.

The researcher is going to use simple random sampling in which the target population are those people who have an Instagram account and who knows both Dian Sastrowardoyo and Cotton Ink. For this quantitative research, the researcher distributed a survey questionnaire to 88 respondents whose answer has been proved valid and reliable. The survey questionnaire result is tested using the classical assumption and multiple linear regression test. The result finds that among the independent variables, only expertise is giving a significant impact on the dependent variable which is the purchase intention.

Keywords: Attractiveness, Trustworthiness, Expertise, Reputation, Purchase Intention