WIDYAWATI, Sri Utami (2020) The Outcome of Celebrity Endorser (A Study of BTS Tokopedia's Endorser). Other thesis, Universitas Jenderal Soedirman.

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Abstract

E-Commerce competition in the era of globalization is increasingly characterized by the increasing diversity of online shopping sites offered by each E-Commerce company. This competition occurs because of technological developments. Therefore, E-Commerce business in Indonesia is very competitive. One of the top E-Commerce in Indonesia is Tokopedia. To compete with other E-Commerce, Tokopedia use celebrity endorsement as their marketing strategy. Tokopedia embrace one of the endorser; BTS because their popularity and ability to promote a product match with Tokopedia image. This strategy is consider successful because it is effective but Tokopedia need to learn more about celebrity endorser factors in order to represent Tokopedia well. Based on the problem above, this research was conducted to analyze celebrity endorsement indicator (expertise, attractiveness, trustworthiness and match up), brand image and purchase intention. The type of research used for this study is quantitative research methods. This study used a survey approach using a questionnaire as a tool to obtain data. Purposive sampling technique derived from non-probability sampling techniques are used for sample selection. The sample of this reseach is 293, from people who were at least 17 years old and people who knows that BTS as Tokopedia’s Endorser. Statistical software SPSS and AMOS is used to analyze the data. The finding of this research will help Tokopedia and other marketers to understand the implication of celebrity endorser as marketing strategy. The limitations from this research is some respondents answer were varied and unclear because they did not read and answer questions properly. Therefore, some of the results did not represent the actual respondents perspective. Keywords: Celebrity Endorsement, Brand Image, E-Commerce, Purchase Intention

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