Factors that influence purchase intention through customer-brand identification of sharia products in Indonesia

Abstract

The trend of moving artists is currently a business field for capital economy players. Hijrah players also participate in promoting new products based on Sharia, from food to fashion products. The trend of hijra that occurred in some Indonesian Muslims has given a new color to the post-modernism Islamic movement. The movement of hijra is not just a religious thought, but rather an urban pop culture trend that blends religious trends and new styles of Muslim clothing and lifestyle. The trend of hijra produces a new style in religion, and on the business side there is the value of the commodities produced. Companies often use celebrities for their marketing success. The purpose of this research is to develop concepts and empirically test constructs that contribute to purchase interest using celebrity endorsements. This study examines and analyses the causality relationship between the constructs of connectedness, attitudes towards celebrities, receptivity towards message, brand attractiveness, customer-brand identification and purchase intention. The analysis used in this research is Structural Equation Modelling (SEM) using the AMOS program. The number of samples analyzed by 211 respondents to consumers of new products based on sharia. The results of this study are connectedness, attitudes towards celebrities, message acceptance, brand attractiveness, customer-brand identification have a significant effect on purchase intention