Business Economic, Communication, and Social Sciences Journal (BECOSS)
Vol. 6 No. 1 (2024): BECOSS

Celebrity Endorser and Brand Image McDonald’s: Impact of Collaboration McDonald's with BTS in Indonesia

Saragih, Melva Hermayanty Saragih (Unknown)
Sulaiman, Varian Kashira (Unknown)
Shani, Haikal (Unknown)
Holando, Steven (Unknown)

Article Info

Publish Date
31 Jan 2024

Abstract

Celebrity Endorsement is one of the marketing strategies businesses often use to increase purchasing power. Famous artists are also paid handsomely to endorse business products. This research aims to determine the extent of BTS’s influence as a Celebrity Endorser of the fast-food McDonald’s BTS Meal Collaboration in Jakarta. Apart from that, researchers also examined the influence of Mc Donalds’ own brand image on fast food purchase intention. This quantitative research took a sample of 100 respondents who were McDonald’s customers. The research results show that the Celebrity Endorser and Brand Image variables do have a significant influence on the purchase intention of the fast-food brand.

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Journal Info
Business Economic, Communication, and Social Sciences Journal (BECOSS)
Website

Abbrev

BECOSS

Publisher

Universitas Bina Nusantara

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering

Description

The lack of understanding of the financial capital of the creative economy regarding non-bank financial institutions limits the growth of Indonesia’s creative economy. Strategies through policies, capital owners, creative economy players and bring together capital owners with players. The capital ...