THE EFFECT OF CELEBRITY ENDORSER ON THE CUSTOMERS ONLINE PURCHASE INTENTION Ade Ruly Sumartini(a), IA Cynthia Saisaria Mandasari(b)
a,b) Universitas Warmadewa
Jalan Terompong No. 24 Denpasar Bali
Abstract
This research aims to determine the effect of celebrity endorsers on online purchase intentions. The population is the people in Denpasar City using purposive sampling. The data analysis technique used multiple regression analysis. It was found that attractiveness, trustworthiness and expertise, influence simultaneously and partially on the purchase intention in food and beverage MSME products in Denpasar City. If before the Covid 19 pandemic conditions consumers were still hesitant to buy food and beverage products online, it is hoped that using celebrity endorsers that display food and beverage products in a real and honest manner, can increase the purchase intention of consumers who previously were still hesitant to buy food and beverage products by online. With the increase in consumer purchase intentions, it is also hoped that MSME players who sell food and beverages online can increase their sales turnover significantly.
Keywords: Celebrity Endorser, Niat Beli Secara Online
Topic: Strategi Kebijakan Penanggulangan Kemiskinan Ditengah Pandemi Covid-19 di Bali
