Research Article
The Effect of Brand Trust and Endorsement on Consumer Purchase Intention on PT Unilever Products among Gen Z in Jabodetabek
@INPROCEEDINGS{10.4108/eai.18-12-2023.2349795, author={Shalwa Herdiana Meydina and Lydia Shinta Mardatila and Muhammad Griffin and Muhammad Gibran and Syahrul Maulana and Elmy Nur Azizah}, title={The Effect of Brand Trust and Endorsement on Consumer Purchase Intention on PT Unilever Products among Gen Z in Jabodetabek}, proceedings={Proceedings of the 1st UHAMKA International Conference on Economics and Business, UHICEB 2023, 18-19 December 2023, Jakarta, Indonesia}, publisher={EAI}, proceedings_a={UHICEB}, year={2024}, month={11}, keywords={brand trust endorse consumers pt unilever}, doi={10.4108/eai.18-12-2023.2349795} }- Shalwa Herdiana Meydina
Lydia Shinta Mardatila
Muhammad Griffin
Muhammad Gibran
Syahrul Maulana
Elmy Nur Azizah
Year: 2024
The Effect of Brand Trust and Endorsement on Consumer Purchase Intention on PT Unilever Products among Gen Z in Jabodetabek
UHICEB
EAI
DOI: 10.4108/eai.18-12-2023.2349795
Abstract
This study aims to characterize the influence of brand and endorsement on Gen Z consumers’ purchasing interest in PT Unilever Products in the Jabodetabek region. Given their reputation for technological prowess and obsession with social media, Generation Z has a significant impact on the state of the industry. Because of this, understanding the elements influencing consumers' purchasing decisions is a crucial ability for company owners. According to the findings, the brand trust variable affects consumer buying interest. Endorsement variables affect consumer buying interest. Then the F test states that brand trust and endorsement have a significant effect together on buying interest. This research was conducted to see how influential Brand Awareness and Endorsement are on Consumer Purchase Interest at PT Unilever. This study used a questionnaire as a data collection method. The sample of this study was Gen Z in the Greater Jakarta area. The collected information is analyzed using appropriate statistical methods. The data will be processed using SPSS. The hypothesis of this study's results shows a positive relationship between brand trust and endorsement on consumer purchase intention during the boycott case on PT Unilever products. The impact on brand trust is greater than the impact of endorsements. The difference between this research and previous research lies in the use of variables, namely Brand Trust and Endorsement at PT Unilever Company.
