This research purpose is to examine the effect of brand ambassador to consumer decision using the VisCAP indicator (Visual, Credibility, Attraction, and Power aspect). Using a descriptive design with a single cross-sectional. The samples were taken from 203 people, who had watched the advertisement and had visited the online market. The object of research is an Indonesian young famous singer, Isyana Sarasvati, who become a brand ambassador of Tokopedia (one of the largest online store in Indonesia). Regarding VisCAP indicators are used to measure the brand ambassador’s performance, Credibility is an important thing that influences purchase intention from the brand ambassador of Tokopedia, while the others are insignificant. Brand Ambassador produces differences in variables that influence purchase intention. The marketplace could use ambassador to influence consumer decisions, but they have to realize that every ambassador has different characters and variables that could influence consumer decisions. This paper offers originality such as Indicators on VisCAP that influence purchase intention on Indonesia people could be different on each of the ambassadors. And this paper proposes a future research ide such as develop new research by using transfer meaning approach that could analyze whether the values possessed by ambassadors can spread to products and accepted by consumers.

Tujuan penelitian – Penelitian ini bertujuan untuk menguji pemilihan tema iklan humor serta pengaruhnya terhadap tahap proses pembelian.Desain/Metodologi/Pendekatan – Penelitian ini menggunakan desain konklusif dengan single cross sectional. Jumlah sample sebanyak 200 responden merupakan orang yang pernah menonton iklan yang menjadi objek penelitian ini. Tema iklan, sikap, pemahaman serta buyer readiness stages digunakan untuk membahas hasil penelitian.Temuan – Tema humor mampu mempengaruhi sikap dan perilaku, sementara sikap dan perilaku tersebut mampu mempengaruhi pemahaman terhadap pesan iklan serta buyer readiness stages. Namun, pemahaman terhadap pesan iklan tidak mampu mempengaruhi buyer readiness stages.Keterbatasan penelitian – Tema humor menjadi fokus pada penelitian ini, dimana terdapat beberapa tema iklan lain yang dapat digunakan, seperti tema keluarga, olahraga, dan lain lain. Penelitian lanjutan dapat dilakukan pada tema lain dan penggunaan media selain media televisi.Originality/value – Penelitian ini mencoba menjelaskan secara komprehensif mengenai hubungan penggunaan tema iklan, pemahaman pemirsa terhadap iklan dan pengaruhnya terhadap buyer readiness stages.

This research was conducted to examine the mediating role of information dissemination (seeding) in the relation between marketing campaigns (content feeding) and electronic word of mouth (eWOM). The research object is three marketing campaigns from three online marketplaces in Indonesia, named: Shopee, Tokopedia, and Bukalapak. A model was built to test and evaluate and test the mediation effect existence. The number of participants was involved in this research is 200 participants, and they answer the specific question related to the research. We found that all regression path in the models is significant, that indicate direct and indirect effect happened simultaneously. Our conclusion is information dissemination (seeding activity) playing an important role as a partial mediating variable. Other implications and future research discussed. Keywords — E-WoM, Marketing Campaign, Content Feeding, Content Seeding

Research objective – There are four main types of endorsers that can be used to deliver marketing communications, the types are: celebrities, ordinary people, expert, and corporate president. Each type has its own characteristics and selecting the right type endorser can influence consumer behavior on using productDesign/Metodhology/Approach – There are three factors used to test the effect of endorsers, namely: attractiveness, trustworthiness and expertise. This study is conclusive research by collecting primary data from 100 participants. Each participant was involved is the user of product and knowing every ad starring by endorser that using in this research. We use SEM analysis as technique to examine the effect between types of endorsers and consumer behavior.Findings – There is a different result on each type of endorser and its effect to their consumer behavior. On the attractiveness factor, only CEO type has affected (sign 0.008). While on trustworthiness factor, all factor has affected with expert type has the highest impact (0.016). And last, on the expertise factor, none of type of endorser that influence consumer behavior.Limitation – This research focused on how the consumer responds the ad at convenience goods. In consumer goods, emotional response caused by endorser more possible. Further research needs to explore how the consumer responds to shopping goods.Originality/value – This study compares four different types of endorsers, in which each endorser has its own characteristics, and is associated with consumer behavior