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Hery Winoto TJ
Universitas Kristen Krida Wacana
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Journal : SIASAT Journal

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The Influence of Celebrity Endorsement, Product Quality and Price on Purchase Interest of Kanzler Single Sausage Products Evelyn Maurencia; Hery Winoto Tj; Soegeng Wahyoedi
SIASAT Vol. 6 No. 1 (2021): Siasat Journal, January
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/siasat.v6i1.90

Abstract

At this time, technological advances are increasingly having a strong enough impact and if it can be utilized properly, this maximizes the results obtained from the existence of the technology itself. Especially in the act of marketing an item, using social media that has many users will make the product marketing process much easier. Supported by the current pandemic conditions that have made major changes in purchasing and selling product transactions, as well as a fairly high increase in internet users. Therefore, using social media that displays advertisers in the form of videos will be considered effective. For now, people are starting to be presented with various types of social media featuring videos such as Youtube, Snapchat, Instagram & TikTok. According to research (OGUNSIJI, 2012) celebrity endorsement is a marketing tool created to show differentiation points between various brands and coverage in the market. Meanwhile, (Nelson & Gloria, 2012) focuses celebrity support on a global perspective because this is a communication strategy that will create promotional actions for a product in the form of goods and services in society. The right choice should be made to choose a celebrity to endorse a brand, as celebrity endorsement can affect the image and productivity of an organization in positive or negative ways. With this research, it is hoped that entrepreneurs who want to market their products will be wiser and easier in choosing what kind of media are currently having a high appeal to consumers. In addition, readers will also be invited to see the benefits of the impact of celebrity endorsement, the quality of a product and how the price affects consumer purchase interest.
Co-Authors ., Fushen Aini Kusniawati Amelinda, Rita Andri Martinius Andrian Andrian Angelica, Marcella Angelina Lumintang, Sheren Apriliantari, Astuti Ardi Kurniaputra Tamzil Ariawan, Ariawan Aryana, Permata Aurora Oktabella Andini Bambang Siswanto Bambang Siswanto Catalya Christina Cantika Devi Kristina Dwiyanti Putri, Rosana Efendi Efendi Eka Desy Purnama Eka Desy Purnama Ellen Priskila Erwin Paulus Ester Rita Evelyn Maurencia Felicia Melinda, Thong Ferdian Ferdian Ferryday Ferryday Fushen Fushen Fushen Fushen Fushen Fushen Fushen, Fushen Guntur Novizal Hans Harischandra Tanuraharjo Hendra Hendra Hong, Joni Husain, Muhammad Najib I Gusti Bagus Mahendra Putra Ika Gunawan Indra Kertati Insani, Kristina Dian Irene Putri Jauri Irma Rasita Gloria Barus Irwan Josephine, Jodie Karlina Karlina Kelvin Yonathan Laurentia Cindy Gani Wijaya Lolinia Agustina Florensia Melinda Rambing Kong Melitina Tecoalu Melitina Tecoalu Melitina Tecoalu Melitina Tecualu Muhammad Basri Only Pricilia Paulus, Erwin Permata Aryana Pieter Andre Puteri, Teresa Kwantoro Rampi, Chintya Natalia Riruma, Olfien Rizki Aprilia Sanchez, Carlos Y.T. Saparso Saparso Saparso Saparso Saparso Saparso Saparso Saparso Sheila Clarisa Korayan Shierli Wijaya Sianipar, Sandri Siska Sjahruddin, Herman Soegeng Wahyoedi Sonny Hadi Wijaya Sri Nani Stefanie, Nadia Cecilia Steffe Lie Steven Surachman S.A Surachman SA Surachman Surjaatmadja Susy Susy Takim Andriono Tania Larasati Tarigan, Krisnawati Tasya Amanda Teresa Kwantoro Puteri Tria Monika Dewi Triasmani, Astuti Veronica Norman Adinda Maha Veronika Irawan Victorya, Jonathan Widjaja, Daniel Wijaya, Arry Yani Puji Mustika Sari Yanto Kurniawan Yohana, Elesia Santa Yuwanda, Tonny