The Influence of Celebrity Endorsement in Social Media Instagram on Attitude Towards Brand and Brand Image to Customer Purchase Intention (Study on Ayudia Bing Slamet for Rubylicious Brand)

FITRI, Fatiha Rahmalina (2018) The Influence of Celebrity Endorsement in Social Media Instagram on Attitude Towards Brand and Brand Image to Customer Purchase Intention (Study on Ayudia Bing Slamet for Rubylicious Brand). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Social media Instagram become a platform that give chance for business actors, because Instagram is the most popular social media used in Indonesia. One of fashion industries in Indonesia, Rubylicious, take this opportunity to market the products through social media Instagram. Beside that Instagram is appropiate media for business activitiy, another opportunity that impress Instagram users is by embrace famous person in Instagram or usually called as celebgram (celebrity instagram) to advertise a produt by take a role as celebrity endorsement. Rubylicious embrace one of influencers in Instagram; Ayudia Bing Slamet as its endorser for Rubylicious brand. This strategy is considered successful because the amout of likes in Rubylicious picture with Ayudia Bing Slamet is bigger than picture with non-celebrity and it can increase the sales. Therefore, promotion strategy by embrace famous person in Instagram can be conducted again, but Rubylicious also need to consider some factors of celebrity in order to represent the brand well. Based on the problems above, this research was conducted to analyze the indicators of celebrity endorsement (credibility, attractiveness, familiarity, & match-up congruence), attitude towards brand, brand image, to purchase intention. The research methodology used for this study is a case study with survey research method. Convenience sampling technique derived from nonprobability sampling techniques are used for sample selection. The sample of this research is 175, from people who know the existance of Rubylicious and Ayudia Bing Slamet. Statistical software SPSS and AMOS is used to analyze the data. The research has implications for Rubylicious and other marketers; they can consider some factors needed of celebrity to endorsement strategy. The limitation of this research is some of answers less contributed to explain respondents ’ perception clearly.

Item Type: Thesis (Skripsi)
Nomor Inventaris: C18037
Uncontrolled Keywords: Celebrity Endorsement, Attitude Towards Brand, Brand Image, Purchase Intention
Subjects: B > B337 Brand name products
D > D63 Decision making
P > P668 Purchasing
Divisions: Fakultas Ekonomi dan Bisnis > S1 Akuntansi
Depositing User: Mrs Endang Kasworini
Date Deposited: 28 Jul 2020 02:16
Last Modified: 28 Jul 2020 02:16
URI: http://repository.unsoed.ac.id/id/eprint/4543

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