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