Effendy, Bella Christy Nathania (2020) Analisis pengaruh celebrity endorsementdalam menarik kepercayaan konsumen akan produk online shop. Jurnal Manajemen: Untuk Ilmu Ekonomi dan Perpustakaan, 5 (2).
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Abstract
This conceptual study article aims to analyze the influence of celebrity endorsement in attracting consumer confidence in an online shop product. The increasing use of the internet has encouraged the emergence of more diverse social media. Business people are currently competing to market their products by utilizing celebrity endorsement. Therefore this journal will discuss that in using celebrity endorsement a celebrity's credibility, the suitability of celebrities with their audience and brand, the attractiveness of celebrities, and the cost and difficulty of collaboration can affect the marketing of an online shop product. And in fact many endorsers fail in attracting consumer confidence in an online shop product.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | celebrity endorsement, kepercayaan konsumen, online shop ; celebrity endorsement, consumer trust, online shop |
| Divisions: | Perpustakaan |
| Depositing User: | Surya Dannie |
| Date Deposited: | 12 Jan 2022 01:58 |
| Last Modified: | 12 Jan 2022 01:58 |
| URI: | https://eprints.unmer.ac.id/id/eprint/1890 |
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