MUHAMMAD RIFQI HERDIANZAH
041514353069
Dosen Pembimbing
Dr.Gancar Candra Premananto,SE.,Msi.
ABSTRACT
This research focuses to know the effect of using endorser used by celebrity and social media influencer to consumer perception on consumer trust, attitude toward the advertisement, attitude toward the brand, and purchase intention in media social instagram. It is based on previous research related to the phenomenon of social media influencers who are considered gaining more trust by consumers when they make endorsement activity in instagram social media, due to their objectivity, content originality, and high level of engagement with their followers, so they are considered to have a stronger 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 channel, especially 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
2x2 factorial design between subject where message source (celebrity and social media influencer) and endorsement type (without endorser 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 resulted that with or without enclosing both endorser picture on instagram uploads, although each of them has different mean score in every dependent variable, the significance score for every relation 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 on instagram.
Keywords : Celebrity, Social Media Influencer, Endorsement, Consumer Trust, Attitude toward the Advertisement, Attitude toward the Brand, Purchase Intention.
