The influence of chef influencers on Perceived Value of Ready-to-Eat food Products at 7-Eleven among Gen Z Consumers

Abstract

         The objective of this research is to investigate the influence of celebrity endorsement on the perceived value of ready-to-eat food products available at 7-Eleven stores among Generation Z consumers. The study employed a sample of 400 individuals who purchase ready-to-eat food from 7-Eleven, selected through a simple random sampling technique. A structured questionnaire was utilized as the research instrument. Data were analyzed using descriptive statistics, including percentage, mean, and standard deviation, as well as inferential statistics, namely Pearson’s correlation coefficient and multiple regression analysis.

         The results indicate that various dimensions of celebrity endorsement specifically, motivational appeal, attitude, trustworthiness, expertise, and perceived similarity to the target audience exert a statistically significant influence (p < 0.05) on consumers’ perceived value of ready-to-eat food products. The findings underscore the strategic relevance of celebrity endorsement in enhancing brand value perception and provide practical implications for marketing strategies aimed at Generation Z. The study contributes to a deeper understanding of consumer behavior in the context of convenience food retailing and offers actionable insights for businesses seeking to align marketing communication with consumer expectations