Pengaruh Celebrity Endorser Terhadap Minat Pembelian Situs Belanja Online Tokopedia Di Kota Bandung (studi Kasus Pada Chelsea Islan Dalam Iklan Tokopedia)

Renardi Hotma, Maya Ariyanti

Abstract

In 2016 Indonesian society each individual Internet users spent 5.5 million per year to make an online transaction. Tokopedia is the only site selling online using the Celebrity Endorser in its marketing strategy. Tokopedia spend the advertising budget amounting to Rp. 236 billion, which makes Tokopedia become the company with the largest online shopping budget compared to its competitors. But it does not go hand in hand with the number of Tokopedia’s page viewer site and Tokopedia’s application downloaders in Google PlayStore, where Tokopedia ranks second in the number of page viewer below bukalapak and ranked third in the number of downloaders in Google PlayStore. Method in this research is quantitative and methods of data collection through an online questionnaire. Obtained from questionnaires distributed 397 respondent data. The results showed that celebrity endorser attributes have influence on purchase intention on Tokopedia Bandung with proven by 41,7% of the purchase intention of Tokopedia in Bandung. Keywords: Celebrity Endorser, Purchase Intention

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