MUHAMMAD RIFQI HERDIANZAH
041514353069
Supervisor
Dr.Gancar Candra Premananto, SE., Msi.

ABSTRACT

This research focuss to know the effect of using endorsers used by celebrity and social media influencers to consumer perception on consumer trust, attitude toward the advertisement, attitude toward the brand, and purchase intention in social Instagram. It is based on previous research related to the phenomenon of social media influencers who are relared gaining more trust by consumer when they are endorsement activity in Instagram social media, due to their objectives, content original, and high Have a Stonger Influence Than Conventional Celebrities when doing a product endorse. The purpose of this research is to help marketers and comopanies to be able to Choose the type of endorser when promoting products through social media channels, espially instagram, which is considered to be most appropriate to the company's strategy and target audience.
To achieve this objective, this study used experimental research by using
2 × 2 factorial design between subjects me messages source (celebrity and social media influencer) and endorsement type (without endorser of photos and display endorser photo) are manipulated. Overall, Four Conditions was created and randomly distributed to 120 Participants Divided into Four Groups. The data obtained will be analyzed using and displayed in tables and diagrams. The study results with or without enclosing both endorser pictures on Instagram uploads, althouls each of them has different mean scores in every dependent variable, the significance score for every relationship is bigger than level of significance (alpha = 5%). As a result, this study concludes that the use of celebrity endorser or social media influencer has no significant difference of influence towards consumer's perception regarding consumer trust, attitude towards the brand, attitude toward the advertisement, and purchase intention, and purchase intention, and purchase intention.

Keywords : Celebrity, Social Media Influencer, Endorsement, Consumer Trust, Attitude toward the Advertisement, Attitude toward the Brand, Purchase Intention.

Source: http://mm.feb.unair.ac.id/id/kemahasiswaan/article/article-ilmiah/870- toward-the-advertisement-attitude-toward-the-brand-and-purchase-intention-on-endorsement-on-social-media-instagram.html