CELEBRITY ENDORSER PADA JEJARING SOSIALINSTAGRAM UNTUK MENARIK MINAT PEMBELIAN CALON KONSUMEN

  • Ahmad Ridha STIM Lasaran Jaya Makassar
  • Aditya Halim Perdana STIM Lasaran Jaya Makassar
  • Ajmal As'ad Universitas Muslim Indonesia
Keywords: Online Marketing, Endorsment, Minat Beli Konsumen

Abstract

Pada metode pemasaran dan periklanan produk di media sosial seorang artis yang menjadi tokoh didalam mengiklankan produk tersebut haruslah memiliki kecakapan dan kepercayaan public yang baik. Serta tidak kalah pentingnya adalah pengetahuan dan kesesuaian karakter dan popularitas artis juga menjadi pendukung untuk  dapat memberikan pengaruh yang positif dan linear untuk menarik minat beli calon konsumen. Hal ini terwujud dalam konsep Truthworthy, Attractive dan Expertise, ketiga komponen utama ini menjadi hal yang patut untuk dimiliki oleh seorang endorser untuk dapat menjadi tokoh dalam mengiklankan produk di sosial media terutama Instagram. Penelitian ini meneliti 100 sampel responden dengan metode pengumpulan data menggunakan kuesioner online. Hasil penelitian menyatakan bahwa variabel truthworthy, attractive dan expertise berpengaruh positif dan signifikan terhadap minat beli calon konsumen di jejaring sosial Instagram

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Published
2018-09-29