Tandry, Chelsea and Simorangkir, Deborah Nauli (2018) The Impact Of Celebrity Endorsement On Maybelline Indonesia’s Consumer Buying Behaviour In Jakarta: The Case Of Pevita Pearce On Instagram. Bachelor thesis, Swiss German University.

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Abstract

Entering into a new global era, marked with a new way people to communicate. A social media communication make changes in the way of shopping activities on Indonesian society. Instagram become one of the new media promotion whose proved with the purchase of an interest that comes from seeing their celebrity endorser who use the product so that it looks more attractive. The use of selebgram become one of the ways promote goods on Instagram, without exception Maybelline products. Maybelline is very popular in Indonesia market. The survey from Frontier Consulting Group (2017) showed that Maybelline Indonesia is included in the most dominant cosmetic brand in Indonesia. This study aimed to determine the effect of celebrity endorser to buying behaviour on Instagram. The population in this research is the followers of one of the celebrity endorser Instagram, Pevita Pearce. Research data collection was conducted through questionnaire method with simple regression techniques. The result showed that there was significant influence between celebrity endorser and buying behaviour.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Celebrity Endorsement; Buying Behaviour; Maybelline; Instagram
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel H Social Sciences > HF Commerce > HF5813 Endorsements in advertising
Depositing User:	Astuti Kusumaningrum
Date Deposited:	22 May 2020 03:31
Last Modified:	22 May 2020 03:31
URI:	http://repository.sgu.ac.id/id/eprint/606

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