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All Journal JDM (Jurnal Dinamika Manajemen) International Journal Of Science, Technology & Management (IJSTM) Amsir Law Jurnal (ALJ) Jurnal Ilmu Manajemen Advantage Journal of Language and Pragmatics Studies Nanggroe: Journal of Scholarly Service INDONESIAN JOURNAL OF SCIENCE EDUCATION AND APPLIED SCIENCE Journal of Education, Social & Communication Studies
Abdurrahim, Abdurrahim
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Journal : JDM (Jurnal Dinamika Manajemen)

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Attracting Customers Interest through Celebrity Endorses for Marketplace Putra, Defin Shahrial; Yulianti, Farida; Abdurrahim, Abdurrahim
JDM (Jurnal Dinamika Manajemen) Vol 11, No 1 (2020): March 2020 (DOAJ Indexed)
Publisher : Department of Management, Faculty of Economics, Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/jdm.v11i1.22784

Abstract

This study aims to determine the tendency of celebrity endorse mediated by brand awareness impact to attract buying interest from the public. This is because celebrities are people who are well known to the public and have there are charm. So that with the support of celebrities will have an impact on the sale of their products. Some marketplaces use celebrities as brand ambassadors to attract buyers, besides it will give celebrity brands that are constantly remembered by customers. In this study because the population is unknown, the sampling technique uses purposive sampling as many as 310 respondents. The analysis technique used is Structural Equation Modeling (SEM). The results show that brand awareness mediates the influence of celebrities on customer interest when a celebrity carries advertisements will give the impression to customers that the celebrity has a good reputation and attractiveness will have a good impact. Besides the marketplace in choosing a celebrity will look for those who can deliver advertisements with professionals. The implication of this research is the need for celebrity support related to the importance of attracting people’s purchasing power to the marketplace, in addition to a well-known combination of a good reputation and attractive appearance has added value that will provide reminders to customers.
Co-Authors Abrori, Imam Defin Shahrial Putra Fadjar, Adfiyanti Fahmi Fahmi Farida Yulianti Firdaus Firdaus Kasiani, Kasiani Maddusila, Sitti Fatimah Majid Wajdi Narayasa, Ni Made Irene Kharisma Ningtyas, Diyah Ayu Nokoe, Nurhayati Sutan Pratiwi, Ni Luh Putu Dina Purboyo, Purboyo Shahrial Putra, Defin Silma, Nazula SUSILAWATI, SUSI Teguh Wicaksono Vitria, Aida Waelan Waelan, Waelan Wagisuari, Ni Kadek Nara YUDISTIRA, COKORDA GEDE PUTRA