Darmawati, Ati and Rimadias, Santi Pengaruh Menaruh Sebuah Iklan Makanan di Instagram Seorang Selebritis terhadap Gairah Kesenangan dan Niat Beli Konsumen. Pengaruh Menaruh Sebuah Iklan Makanan di Instagram Seorang Selebritis terhadap Gairah Kesenangan dan Niat Beli Konsumen.. (Unpublished)
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Abstract
The purpose of this study is to prove whether or not a celebrity influences food products that are promoted by celebrities or celebrities on Instagram on passion, pleasure, and consumer purchase intention of these products. The questionnaire was used to collect data from respondents who had 4 inclusion criteria, namely: (1) millennial generation, (2) male and female, (3) 18-35 years old, and (4) Instagram users. Furthermore, data analysis was performed using the Statistical Package for the Social Sciences (SPSS). The results of the first equation of this study indicate that consumer reviews of the passion, pleasure, and purchase intention of consumers simultaneously have a significant role in influencing customer satisfaction. Meanwhile, through the partial influence test of arousal (arousal) which is more shaping customer satisfaction. This study has several limitations because we only focus on the effect of celebrity endorsement on food advertisements, future research should continue in other fields. The research findings confirm that celebrity endorsement that has a good image has a very strong effect on the response of consumers' purchase intention to the products promoted on their Instagram Keywords: Arousal, Endorsement, Instagram, Pleasure, Social Media.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Prodi S1 Manajemen |
| Depositing User: | Mrs. Santi Rimadias |
| Date Deposited: | 19 Mar 2021 03:19 |
| Last Modified: | 19 Mar 2021 03:19 |
| URI: | http://repository.ibs.ac.id/id/eprint/2045 |
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