JENNIFER NOVALINA GAN
041414353034
Dosen Pembimbing
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 growth phenomenon of social media by using a particular endorsement using endorser non- celebrities who have large number of followers on their social media accounts . In this study focuses on examining the influence of the perception of non-celebrity endorser in relation to purchase intention, brand image , and brand trust. This is a quantitative resecarch that use Analysis of Moment Structures ( AMOS ) as analysis techniques. In this research note that the perception of the non-celebrity endorsers can affect the buying interest through the variable of brand image and brand trust.
Keywords : Social Media, Non-celebrities Endorser, Brand Image, Brand Trust, and Purchase Intention.
