Use Of Endorsers Research Articles

Menyikapi Preferensi Masyarakat Pondok Benda Pamulang Dalam Pemilihan Obat Flu Berdasarkan Iklan Dengan Bijak

Flu is an upper respiratory tract infection that is often treated with various flu medications on the market and promoted through various media, especially television. This research aims to understand people's preferences for flu medicine in Pondok Benda Pamulang, South Tangerang. Through group discussions and delivery of educational materials, this study found that price, quality, and brand trust factors influenced the choice of flu medication. The results show an increase in public knowledge about flu and its treatment. The attractiveness of flu medicine advertisements is important in influencing consumer behavior. The right use of endorsers and advertising frequency can increase the effectiveness of advertising in mass media. This study provides insight into the importance of education in forming wise health decisions and provides a better understanding of people's preferences for cold medicines.

Marketing Endorsement Activities on the Level of Sales and the Existence of Online Shop Tokikubytata

Nowadays, social media is quite famous for promotional media. Social media is now a business land for someone to promote and sell products, goods or services to social media users known as an online shop. The use of endorsements is one of the creative strategies in advertising that online shop sellers often use to introduce and disseminate product information that is owned widely and quickly. This research will focus on the influence of using endorsements on the sale of online shop businesses. This study examines the usefulness of endorsements to increase online shop sales for Tokikubytata. The research method used is descriptive with a qualitative data approach obtained from consumers and online shop owners through written interviews with questionnaires. The research process has several stages, starting from reading books about marketing endorsements, literature and research supporting references, understanding research backgrounds, collecting data, conducting a series of qualitative data analysis processes, and conducting written interviews and field observations. The result of this study show that endorsement is very influential in increasing the number of followers and buyers for Tokikubytata. Endorsement will help in increasing consumer confidence in the products marketed by Tokikubytata. Phenomenological studies in this study are a method used to explore that the phenomenon of endorsement can increase the number of followers for online shop.
 Keywords: endorsement, Tokikubytata, online shop

Social religion: A cross-platform examination of the impact of religious influencer message cues on engagement – The Christian context

Religion is a key factor in how American consumers spend their time and money. It serves as a significant component of the U.S. economy, with religiously affiliated people contributing trillions to the economy annually. The majority of religious consumers in the U.S. are Christians, making them a critical segment for marketers. Influencer marketing, which involves the use of endorsements from individuals with large social media followings, has emerged as an effective advertising tactic for reaching Christians on social media. However, there is a lack of research exploring the complexities of religion in advertising messaging, especially in the context of influencer marketing. To fill this gap, we apply the social identity, persuasion knowledge, and symbolic interactionism theories to propose relationships between message cues in Christian influencers' social media posts and follower engagement. We analyzed 20,068 Facebook posts, 20,517 tweets, and 13,857 Instagram posts to determine the impact of three categories of message cues on engagement. Across multiple studies, key findings indicate religious and promotional cues increase and decrease engagement across platforms, respectively. The impact of social media cues, such as hashtags and mentions, differs depending on the platform.

ANALISIS PERBANDINGAN PENGARUH ENDORSER TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH BRAND AWARENESS

This study examines and compares the effect of using an endorser on purchasing decisions mediated by brand awareness. The endorsers used consisted of celebrity endorsers and expert endorsers. The purpose of this study was to examine 1) the effect of using celebrity endorsers and expert endorsers on purchasing decisions, 2) the effects of using celebrity endorsers and expert endorsers on brand awareness, 3) the effect of brand awareness on purchasing decisions and 4) brand awareness mediates the influence of celebrity endorsers and expert endorser on purchasing decisions. Research on the use of endorsers is important to do to assist companies in making effective strategic policies related to advertising. The respondents selected and used in this study were women in the Special Region of Yogyakarta. The number of questionnaires used was 150 questionnaires, while data analysis was used to test the mediating variable using the path analysis method

The Impact of Endorsements on Sales Turnover Msme Business in Bandar Lampung City

Background: Technological developments are currently widely used by business actors to promote their products, with the convenience desired by buyers, of course, this is a solution for MSME entrepreneurs for business development. The use of endorsements is one alternative that can be tried to increase sales turnover.
 
 Objective: This study aims to determine the extent of the role of teachers in implementing inclusive education services at SMAN 6 Bandung.
 
 Method: This research was conducted using a survey using the help of a google form on 100 respondents of MSME entrepreneurs who used endorsements as assistance for promoting MSME businesses in Bandar Lampung City. This type of research uses a quantitative type of research using a descriptive format. The data collected in the analysis used quantitative descriptive and qualitative descriptive methods by utilizing descriptive statistical tools and tables of single frequencies and cross frequencies. Decision-making is seen from the number of percentage results if more than 50% is interpreted as a variable that has an impact on MSMEs.
 
 Results: The results of this study obtained the use of promotion using social media with the help of endorsers to promote products owned by MSMEs greatly affect the information aspect, persuasive aspect, repetition aspect, and sales turnover to develop and compete with other MSMEs. 
 
 Conclusion: This study focuses on the impact of the effect of endorsements on MSME turnover, especially on sales volume and profit. The use of promotion using social media with the help of endorsers to promote products owned by MSMEs has a great impact on information aspects, persuasive aspects, repetition aspects, and sales turnover to develop and compete with other MSMEs.

Endorsement of “Blue Tick” Celebgram: A New Phenomenon of Marketing Strategies Increasing Product Sales (Case Study on Instagram Account @avoskin)

Cosmetic has been a most wanted product nowadays, especially among teenage girls. In no time, local cosmetic enterprises have popped up. Most of these local cosmetic enterprises introduce and promote their products online through social media, especially Instagram. This research aims to find out Avoskin’s product marketing strategy that is done through endorsements to macro-influencers and to find out the impact of the endorsements on consumers’ decisions in purchasing the products. This research applies the qualitative descriptive method with a case study approach and collects data through interviews and observations. The result of this research shows that @avoskin only does endorsements to macro-influencers, in this case, are Instagram influencers with more than one hundred thousand followers, and are likely to have their accounts verified so-known as selebgram centang biru. In addition, from the results of interviews conducted via Instagram's Direct Message (DM) to 5(five) informants, it can be concluded that almost all informants know and decide to buy Avoskin products after seeing product reviews conducted by these selebgram centang biru, therefore the use of endorsements on the verified Instagram influencers has proven to be one of the consumers’ consideration to purchase the products, so the endorsement method used by Avoskin can continue to be used as a form of marketing strategy.

FENOMENA ENDORSEMENT SEBAGAI TREN MEDIA PEMASARAN DIGITAL DI INDONESIA

This study discusses the endorsement phenomenon as a digital marketing media trend. The theory used to discuss research problems is the Transcendental Phenomenological Theory of Edmund Husserl and marketing communication theory as the basis of the research. This research is a qualitative research with a descriptive design. The data used in this study are secondary data obtained from literature in the form of books, scientific papers, journals, articles, and other information related to the research title. The results of the study show that endorsements have been widely used by business people to market their products digitally. Endorsement is one of the effective marketing strategies chosen by business people in this digital era. Endorsement goes directly to prospective buyers and is also an easy, fast and cheap medium for achieving targets. Endorsements can drive a rapid rise in brand awareness of a product. Endorsement activities are increasingly in demand by the public in this digital marketing. Information technology is developing rapidly thus encouraging increased use of endorsements as a digital marketing media trend in Indonesia.

MARKETING ENDORSEMENT STRATEGY IN BATIK KAMPUS: ISLAMIC BUSINESS ETHICS PERSPECTIVE

This research aims to describe the problem of endorsement as a marketing strategy for Batik Kampus Online Shop Buaran Pekalongan from the perspective of Islamic business ethics. The approach used in this research is phenomenology. The research location is in Buaran Pekalongan precisely on Jl. Pelita II, No. 54, Jenggot Gang 4. Sources and data collection techniques in this study using semi-structured interviews, participatory observation, and documentation. Internal validity is done using triangulation, emic and member checking. Data analysis using reduction, display and drawing conclusions. The results of this study concluded that the endorsement marketing strategy carried out by Batik Kampus via Instagram and telegram contained two types of endosers, namely testimonials and celebrity appeal. Endorsement as a Kampus Batik marketing strategy in terms of Islamic Business Ethics as a whole on social media. The products that Batik Kampus promote are not exaggerating and in accordance with Islamic Sharia principles. Products that are traded include products that are polite and cover the body. The use of endorsement as a marketing strategy by Batik Kampus has had a significant positive impact as evidencing by the increased sales turnover and the increase in admins who help him in online business in the market place and proven by the assets owned by Moh. Abdul Ghoni. Kampus Batik services are very fast, friendly and accept dropshipping or packaging which can make it easier for buyers to buy and resell Batik Kampus products to consumers directly.

ANALISIS PENGARUH KREATIVITAS IKLAN DAN ENDORSER TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI E-COMMERCE SHOPEE

The problems in online purchasing decisions those are made by someone on Shopee e-commerce can be influenced by the advertising creativity and the use of endorsers or the celebrity influencers are as promotional strategies. For this reason, Shopee e-commerce must have creative advertising concepts and choose the right endorser to be able to attract the consumers make online purchases on Shopee e-commerce, it is especially for millennials who are considered the people who make the most purchases online. This study aims to describe how the influence of Advertising Creativity and Shopee Endorser on Online Purchase Decisions in E-Commerce on Business Administration Students, Hang Tuah University of Surabaya. The research method that is used in this study, it is quantitative with the data analysis that is used in the form of statistics/quantitative or numbers. The results showed In accordance with the results of the calculation of the variable regression coefficient, the constants of each Advertising Creativity (X1) and Endorser (X2) variables show a positive value, thus there is a unidirectional effect between these variables and Purchase Decisions (Y) on Shopee e-commerce. In accordance with the results of the multiple correlation test (R) shows the result that is 0.842 and guided by the correlation coefficient 0.90-1000 = very strong, thus it can be concluded that there is a very strong relationship between Advertising Creativity (X1) and Endorser (X2) variables on Purchase Decisions (Y) on Shopee e-commerce. The results of the t-test and f-test together show that the results of each variable simultaneously and partially have a positive and significant effect on Purchase Decision (Y) on Shopee e-commerce.

PENGARUH PENGGUNAAN ENDORSEMENT TERHADAP MINAT BELI KONSUMEN PADA AISYKOTA BIMA

Satisfying consumer needs is the desire of every company. Apart from being an important factor for the survival of the company, satisfying consumer needs can increase its superiority in the competition. Consumers who are satisfied with products and services tend to repurchase the product and reuse the service when the same need reappears in the future. This study aims to determine the effect of the use of endorsements on consumer buying interest at AISY Bima city. This study uses a quantitative approach with a survey method. The population in this study are consumers who have seen endorsements that promote AISY products, the number of samples taken in this study were 50 respondents with the sampling used in this study was purposive sampling. The research instrument used a questionnaire with a Likert scale. Data analysis used simple linear regression, partial test with t test. To test the effect between variables using SPSS (Statistical Service Product Solutions) version 23.00. The results showed that endorsement had a positive and significant effect on buying interest at AISY in Bima city.

The Use of the Endorsement Heuristic in Swiss Popular Votes

AbstractThere already exists an impressive body of literature studying the use of voting recommendations in elections and popular votes. The main shortcoming of most of these observational studies is the measurement of voting recommendations. There is rarely any direct evidence to show that voters did indeed follow a recommendation when making a vote decision. Thus, it is not clear how widespread the use of such voting endorsements is. We measured the use of endorsements by evaluating the voting motives reported by the voters themselves. Employing this measure, we could show that endorsements have an impact on Swiss referendum votes. Depending on the issue at stake, between 2 and 27 percent of the voters admitted that they based their decision on recommendations. Moreover, the use of endorsements heavily depends on motivation, project‐specific knowledge level, and degree of ambivalence towards the issue at stake.

Successful Social Media Advertising Activities For Micro, Small And Medium Enterprises

In Indonesia, MSMEs are a business group that is a mainstay of economic activity that is able to support most of its citizens. Economic development in Indonesia depends on the development and improvement of the capacity of MSMEs. MSMEs will be helped by improving their marketing performance through social media advertising. The use of social media advertising will create easy, cheap and fast access. Social media advertising can be used by companies to distribute advertisements and create awareness for customers. The research method in this research uses descriptive qualitative method. Data collection techniques use in-depth interviews with SMEs, library research, and focus group discussions involving advertising experts, academics, and social media experts. The data source in this study is MSMEs, advertising practitioners, communication science academics. Data analysis is carried out inductively and interactive analysis methods. The results of this study are 1) successful social media to advertise for MSMEs are websites, blogs, google, youtube, whatsapp, facebook, instagram 2) Advertising content on social media must pay attention to ad photography, watermarks, simple videos, videos as much as possible, professional videos, use of keywords, use of endorsements and testimonials 3) Awareness, consumer considerations in making purchases occur in a social media ecosystem that is interrelated and interact with each other.

The Rhetoric Of Celebrity Endorsement Strategy And Consumer Purchase Intention On Fast Moving Consumer Goods Among Al-Hikmah University Undergraduate Students

The ultimate goal of any business organization is to be prosperous in today’s increasingly competitive and dynamic markets where the cost of acquiring new customers has been found to be exponentially greater than that of maintaining existing ones, firms must continually explore ways of achieving higher customer retention rates. The building of a reputable brand image in the mind of the consumers is especially enhanced through the use of endorsers or spokespersons in the firm’s marketing communications; and celebrities are among the persons commonly used as endorsers or spokespersons in this regard. The main objective of this study was to examine the impact of celebrity endorsement on consumer purchase intention of consumer goods. Primary data through a structured questionnaire was used to elicit information from University undergraduate students. Hypothesis were tested using Pearson Product Moment Correlation Co-efficient (PPMCC) and Multiple Regression Analysis. Based on the findings of the study, it can be concluded that there are factors that significantly influences consumer purchase intention of celebrity endorsed products. Also, there is significant relationship between celebrity endorsement and consumer purchase intention. Similarly, celebrity endorsements significantly impact consumer purchase intention. It was therefore recommended that the strategy and creative execution of all celebrity endorsement deals should be one that will reinforce strongly and consistently the celebrity brand association to ensure that celebrities do not only evoke positive retains, but helps focus attention on the brand in the advertising. Keywords: celebrity endorsement, strategy, brand equity, consumer goods, purchase intention.

Pengaruh Celebrity Endorser Online Shop di Instagram terhadap Minat Beli Produk Fashion Muslim dalam Sudut Pandang Syariah Marketing

This study aims to analyze the effect of Instagram endorsement on the interest in buying Muslim fashion products and to find out how to use endorsement Instagram in the perspective of sharia marketing. There are four endorser indicators that will become research variables, namely Visibility, Credibility, Attraction and Power. The method used in the study is a quantitative method with a descriptive type of research. This research was tested by FEBI students at Sunan Kalijaga UIN by taking 100 respondents. Data collection is done by giving questionnaires using the 5-point Likert Scale. The data that has been obtained is then analyzed using the Multiple Linear Regression Test on SPSS 21. The results of the study show that only Credibility and Attraction variables partially have a positive and significant effect on the Interest in Buying FEBI Students at Sunan Kalijaga UIN. While the Visibility and Power variables are less influential. However, simultaneously the Visibility, Credibility, Attraction and Power variables have a positive and significant effect on the Students Interest in Buying FEBI at Sunan Kalijaga UIN with a determination coefficient of 0.502 or 50.2%. This means that the Visibility, Credibility, Attraction and Power variables are able to influence Purchase Interest by 50.2%, while 49.8% are influenced by other variables not included in this study. In addition, from the results of additional questions to respondents, the researchers concluded that the use of endorsers in marketing products is not yet in accordance with the characteristics of sharia marketing and not yet in accordance with ethics that are the principles of sharia marketers.

KOMUNIKATOR DALAM STRATEGI ENDORSEMENT (Studi Strategi Endorsement Produsen Kerudung Voal di Instagram)

AbstractThe increasing use of Instagram as a social media that is used as a marketing tool raises a new promotion strategy, namely endorsement. Veil producers use endorsers as communicators in this strategy. The selection of endorsers in this study was seen from two criteria, attractiveness and credibility. This study uses a descriptive research method with a qualitative approach. The study was conducted in May-August 2018 in Bandung. The subjects in this study were voal veil producers, Tina Krisnandy, the main owner of Rahina Indonesia and Delita Nursyahfitri Amalia, the owner of Syamaita. Subject research through purposive sampling. The conclusion of this study is that there are differences in the use of endorsement in both voal veil producers where for large producer endorsement is not the main strategy of promotion while for medium producer is the opposite. For producers the attractiveness factor of communicators is a great influence on consumers. As for consumers, despite recognizing the influence of the endorser's attractiveness, they also attach importance to credibility.Keywords : endorsement, endorser, communicator, attractiveness, credibility

Avaliação de Marcas de Luxo: Um Estudo Experimental com Dois Fatores Moderadores

O marketing de marcas de luxo apresenta algumas particularidades em relação ao utilizado em outros mercados. O objetivo principal deste estudo é identificar os efeitos do endossamento de celebridades e do país de origem na avaliação de marcas de luxo. Para tanto, realizaram-se dois experimentos, nos quais as variáveis foram manipuladas por meio de anúncios publicitários desenvolvidos para este fim. Os resultados indicam que a) a avaliação da marca de luxo não é favorecida pela utilização de endossamentos, mesmo de celebridades, e b) existem indícios quanto ao efeito país de origem na moderação da avaliação realizada pelos consumidores em determinadas circunstâncias.

ENDORSER SEBAGAI AFFIRMATIVE ACTION DALAM KOMUNIKASI BISNIS

Abstract The relevabce between business communications and marketing communications exist is in promotion. Activity is due to both activities related to the increase in profit or gain . Promotion is a middle way between business communication and marketing communication which is achieving the desired target. There is also a strategy that is considered as an act of reassurance to reach the target of endorser use on promotional activities in the media. Use of endorser is not so simple , because a lot of things that must be considered and taken into account in choosing the endorser that communication within the business running effectively and efficiently. Celebrity endorser and experts most suitable for use as a business communication strategy by considering the concept of TEARS. This study uses the methodology of the study of literature that compares several articles to be implemented to the phenomenon in the world of advertising and business communications. DOI : https://doi.org/10.26905/nomosleca.v2i2.621

I Approve This Candidate: The Strategic Use of Ad Endorsements in the 2008 Election

ABSTRACTContextual and strategic factors that influence the use of endorsements in political advertisements represent an underexplored area of the scholarly literature, resulting in a gap between the art and science of campaigning and the advertising-effects literature. This article uses data from the Wisconsin Ad Project to study endorsements in ads aired during the 2008 election cycle. We show that endorsements are used strategically by campaigns and that four factors—candidate characteristics, campaign characteristics, ad format, and timing—affect whether an ad containing an endorsement is aired. Specifically, endorsements are more likely to appear in positive ads, are primarily used by incumbents and female candidates, are less likely to appear in competitive races, and tend to air less frequently as a campaign progresses.

Clear, conspicuous, and concise: Disclosures and Twitter word-of-mouth

Regulatory bodies in the United States and the United Kingdom recently issued revised guidelines concerning the use of endorsements and testimonials in marketing efforts. Of specific interest within these guidelines is the disclosure of a material connection when brand communications are sent within social media platforms such as Twitter. The findings of quantitative and qualitative survey data analysis indicate that consumers may be misled by current disclosure conventions. Managerial implications, policy recommendations, and suggestions for future research are presented in light of these findings.

Membangun Brand Image Mahasiswa Atas Produk Shampo Pantene Melalui Pemilihan Selebrity Endorser Studi Kasus Anggun C Sasmi Sebagai Selebrity Endorser

Celebrity endorser is one of marketing communication. The use of endorser is to lift more famous product’s brand. Generally use an endorser as a celebrity is to invite people to always remember the brand on their mind. So is needed a appropriate selection of celebrity endorser with the product to be brought. It is expected to affect the brand image of a product. The purpose of this study was to determine the effect of celebrity endorser selection of brand image. To find out is to find out how a good selection of celebrity endorser and appropriate so as to produce a positive brand image of a product. Research on the author is in STIE Kesatuan Bogor. By using quantitative descriptive method and causality.
 The result and discussion showed that Pantene celebrity endorser selectively chose the sight of the commitment of their endorser, her profession is evident in each of their carrier success. The selection process of Anggun C. Sasmi to endorse Pantene is need a quite long. This affects the Pantene’s brand image as a market leader in the position of hair science which gained several awards. Celebrity endorser selection of indicators source credibility, source attractiveness, meaning transfer, and celebrity product congruence. Source credibility of Anggun C. Sasmi was not much influence on brand image of Pantene shampoo. While a celebrity product congruence has a positive influence, dominant, significant. Value of r or the correlation coefficient between the celebrity endorser’s selection of celebrity endorsers (X) with the brand image (Y) of 0,663 means that the relation between these variables is strong. It means that if X then Y up one unit will respond by 66,3%. So, the celebrity endorser’s selection which have a right process will affect the brand image of Pantene shampoo products. 
 Keywords: celebrity endorser, brand image, Shampoo