THE INFLUENCE OF ONLINE PROMOTION THROUGH CELEBRITY ENDORSEMENT ON CONSUMER BUYING INTEREST
DOI:
https://doi.org/10.70574/fx77h867Keywords:
Consumer Purchase Interest, Online Promotion, Celebrity EndorsementAbstract
Online promotion is a promotional activity carried out to introduce and inform consumers about a product through the internet media which is carried out through social media such as Instagram, Facebook, Twitter and so on. Celebrity Endorsement is one of the supporting media used to promote a product, celebrities are influencers who are better known on Instagram who have many followers. The purpose of this study is to determine the effect of online promotion and celebrity endorsement on consumer buying interest. This research method uses a data collection method where the collected data is drawn into a conclusion and produces a hypothesis. This study provides a literature review on the effect of online promotion and celebrity endorsement on consumer buying interest. This conceptual framework can help businesspeople if they want to create an online promotion strategy by using celebrities in marketing their products. This study provides an idea for businesspeople to market their products with celebrity endorsement services or celebrities, because both influence consumer buying interest which will increase sales of the product. This will provide 2 benefits, namely for the party doing the promotion and for the company. From this study, there is a positive and significant influence between online promotion and celebrity endorsement on consumer buying interest.
References
Peace be upon you, Ethnosia: Journal of Indonesian Ethnography, Gaining Popularity Through Cyberspace, Volume 3 Edition 1, (Department
Anthropology Faculty of Social and Political Sciences, Hasanuddin University: 2018), 48.
Kotler, Phillip and Gary Armstrong. 2004. Principles Of Marketing. (10th Ed). Pearson Education Inc. New Jersey
Alvi, Muhamad I, et al. 2019. Credibility and The Power of Celebgrams Increase Interest Buy on Shop Online in Instagram. Journal of Economic, Business and Accounting. Volume 2 Number 2
Nur, Firly M And Ferlina, Arlin M, T. 2020. The Effect of Perceive Value, E-Lifestyle, And Online Promotion on Consumer Repurchase Intention on Kai Access Users In Indonesia. Journal of Economics and Banking. Vol. 05, No.1
Even, Holila and Dear Mr. Khoirunnisa, Siti. 2020. Advertisement Online Diana the Sastro to Interest Buy Customer in Open (Promo Every Double Date 12-12). Journal of Entrepreneurship, Management, and Industry (JEMI). Vol.3, No.1
Wijayanti, Joint. 2020. Influence Advertisement Through Celebrity Endorsements and Image Brands Against Consumer Purchase Interest Cosmetics Implora (Studies Case Student Ian Ponorogo). Thesis. University State Islamic University of Ponorogo
Adelia, Stephanie. 2018. Influence Online Promotion to Repurchase Intention With Consumer Perception As Mediation On Travel On line. Journal Management Marketing, Vol. 12, No. 2
Kara, Anastasia. 2016. Influence Promotion Sale Clothes Online Shop Elevenia in BBM Group Regarding Interest Buy Student. Journal of Social Sciences and Political Science. Vol.05, No.1
Lady, Risk M, B, A. 2016. Influence Promotion Online and Celebrity Endorser to Consumers' Interest in Buying Fani Online Shop Bags House. Thesis. University Diponegoro
Rahima, Phyta. 2018. Influence Celebrity Endorser in Media social Instagram in promoting hijab products to interest buy consumer (Studies case on account Instagram @wiriamaeazzahra).
Rose, Aslamia, et al. 2019. Influence Trustworthiness, Expertise and Attractiveness Celebrity Endorser In Instagram To Purchase Intention Product Headscarf (Studies Case on Account Instagram @gitasav). Scientific Journal Management Business and Applied Vol. XIV, No. 1
Meizary, Ari and Sect, Purwo Y. 2018. Analysis of Celebrity Usage to Interest Buy Product Fashion Kaway Lampung. Seminar National Technology and Business
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Desven Sulaiman, Andi Azhar (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
