2021
DOI: 10.37715/jp.v5i5.1820
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Celebrity Endorser Terhadap Minat Beli Produk Geist

Abstract: Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser terhadap minat beli berdasarkan variabel visibility, credibility, attractiveness, dan power. Jenis penelitian ini adalah kuantitatif. Populasi yang digunakan adalah followers Instagram Geist. Jumlah sampel 68 responden yang didapat dari rumus Slovin. Metode yang digunakan dalam penelitian ini yaitu analisis linier berganda. Metode pengumpulan data menggunakan kuesioner yang telah diukur dengan skala Likert dan diolah menggunakan SPSS. Variab… Show more

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“…Celebrity endorsers are advertisements that use well-known people or figures (public figures) in supporting an advertisement. Prabowo (2014), explained that the use of celebrities is in great demand because the way of conveying an attractive message can form a buying interest. Shimp & Andrews (2012) explains that the five special attributes of endorsers are described by the acronym TEARS ( Trustworthiness, Expertise, Attractiveness, Respect, Similarity).…”
Section: Introductionmentioning
confidence: 99%
“…Celebrity endorsers are advertisements that use well-known people or figures (public figures) in supporting an advertisement. Prabowo (2014), explained that the use of celebrities is in great demand because the way of conveying an attractive message can form a buying interest. Shimp & Andrews (2012) explains that the five special attributes of endorsers are described by the acronym TEARS ( Trustworthiness, Expertise, Attractiveness, Respect, Similarity).…”
Section: Introductionmentioning
confidence: 99%