ANALYTICAL HIERARCHY PROCESS FOR MICRO-CELEBRITY ENDORSEMENT IN CULINARY INDUSTRY

• Main Author: Achmad Mirzan brillian-29116512, Gilang
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27519
• Institution: Institut Teknologi Bandung

Indonesia is one of country that has the fastest growing economies in the world, data from <br /> <br /> BEKRAF (Badan Ekonomi Kreatif) Indonesia shows that culinary sub-sector had <br /> <br /> contribute almost 41,4% from all the sub-sectors in creative industry. Data report from <br /> <br /> “Essential Insights Into Internet, Social Media, Mobile, and E-Commerce Use Around The <br /> <br /> World” show Indonesia is one of the biggest active user of social media in the world with <br /> <br /> almost 130 million with 49% penetration. <br /> <br /> Report from Nielsen Global Trust in Advertising Report 2015 shows that in Southeast <br /> <br /> Countries, the form of advertising that has the highest level of trust is “recommendation <br /> <br /> from other people I know”. One of strategy that can implement to create recommendation <br /> <br /> is Micro-Celebrity Endorsement. Micro-Celebrity Endorsement are people who are not <br /> <br /> famous in the common way, but who use social media to create a fan-base and gaining <br /> <br /> followers. <br /> <br /> In order to measure effectiveness of using Micro-Celebrity Endorsement in culinary <br /> <br /> industry, the research use TEARS Model. This research using quantitative research of AHP <br /> <br /> analysis and doing pairwise comparison to each variable and dimension from TEARS <br /> <br /> Model to obtain result of the most important variable and dimension from TEARS Model <br /> <br /> from Micro-Celebrity Endorsement. <br /> <br /> The result of the research, there are three most important variable from TEARS Model, <br /> <br /> first is Trustworthiness with the most important dimension is Honest, second is Expertise <br /> <br /> with the most important dimension is experience, and third is similarity with the most <br /> <br /> important dimension is taste.