Universitas Airlangga

FACULTY OF ECONOMICS AND BUSINESS

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THE INFLUENCE OF CONSUMER PERCEPTIONS OF NON-CELEBRITIES ENDORSERS ON CONSUMER PURCHASE INTEREST ON INSTAGRAM SOCIAL MEDIA

THE INFLUENCE OF CONSUMER PERCEPTIONS OF NON-CELEBRITIES ENDORSERS ON CONSUMER PURCHASE INTEREST ON INSTAGRAM SOCIAL MEDIA

JENNIFER NOVALINA GAN
041414353034
Supervisor
Sri Gunawan, DBA.

ABSTRACT

With the rapid development of the digital world, causing the growth of internet users, especially social media. This provides a great opportunity for marketers to take the advantage of using social media as a marketing medium. Marketers take advantage of the growing phenomenon of social media by using a particular endorsement using non-celebrity endorsers who have large numbers of followers on their social media accounts. In this study focuses on examining the influence of the perception of non-celebrity endorsers in relation to purchase intention, brand image, and brand trust. This is a quantitative research that uses Analysis of Moment Structures (AMOS) as analysis technique. In this research note that the perception of the non-celebrity endorsers can affect the purchasing interest through the variables of brand image and brand trust.

Keywords: Social Media, Non-celebrities Endorser, Brand Image, Brand Trust, and Purchase Intention.

Source: http://mm.feb.unair.ac.id/id/kemahasiswaan/article/article-ilmiah/796- on-social-media-instagram.html