The Effect Of Global Brand Preferences, Global Lifestyle, And Celebrity Endorser Against Buying Z Consumer Interests (Case Study on Consumers of NIKE Brand Shoes on Students of STIE Kesatuan Bogor)

International Journal of Economics and Management Studies

© 2019 by SSRG - IJEMS Journal

Volume 6 Issue 10

Year of Publication : 2019

Authors : Saefudin Zuhdi,Yulli Ernawati

10.14445/23939125/IJEMS-V6I10P101

How to Cite?

Saefudin Zuhdi,Yulli Ernawati, "The Effect Of Global Brand Preferences, Global Lifestyle, And Celebrity Endorser Against Buying Z Consumer Interests (Case Study on Consumers of NIKE Brand Shoes on Students of STIE Kesatuan Bogor)," SSRG International Journal of Economics and Management Studies, vol. 6,  no. 10, pp. 1-4, 2019. Crossref, https://doi.org/10.14445/23939125/IJEMS-V6I10P101

Abstract:

The world is confronting an area of globalization which is marked by rapid technological advances. With the development of this era globalization, it will lead to intense competition in the business world, such as fashion. As a result, many companies develop their businesses by utilizing technological advancements. This condition is due to the tendency of generation Z (Birth 1995-2010), which is a generation well versed in internet technology (iGeneration). In this brand, preferences have an essential role, because of several factors, including the brand influence consumers who will determine their purchases. Because the best preference can provide quality assurance for consumers, this determines consumer purchase intention.
The purpose of this research is (1) to identify and analyze the influence of Global Brand Preference against the Consumer Buying Interest of Z Generation, (2) to find out and analyze the influence of Consumer Buying Interest of Z Generation towards the Global Lifestyle, (3) to find out and analyze the influence of Global Celebrity Endorser against the Consumer Buying Interest of Z Generation and (4) to identify and analyze the influence of Global Brand Preference, Global Lifestyle and Global Celebrity Endorser simultaneously against the Consumer Buying Interest of Z Generation. The number of respondents in this study amounts to 100 respondents taken from STIE Kesatuan's Student. Research data were processed using SPSS. The results of this research are as follows: (1) positive and influential Global Brand Preference significantly to Consumer Buying Interest of Z Generation on the product Nike Brand Shoes with regression coefficients of 0.348 and significant value of 0.000. (2) a positive and influential Global Lifestyle significantly to Consumer Buying Interest of Z Generation on the product Nike Brand Shoes with regression coefficients of significant value and 0.189 of 0.035. (3) Global Celebrity Endorser a positive and significant effect against the Consumer Buying Interest of Z Generation on product Nike Brand Shoes with regression coefficients of significant value and 0.305 of 0.000. (4) the Global Brand Preference, Global Lifestyle and Global Celebrity Endorser a positive and significant effect against the Consumer Buying Interest of Z Generation on product Nike Brand Shoes with a value of F count of 47,058 and higher than of the F table of 2.70 and significant value of 0.000.

Keywords:

Global Brand Preference, Global Lifestyle, Global Celebrity Endorser, and Consumer Buying Interest of Z Generation

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