#TITLE_ALTERNATIVE#

• Main Author: GHIFARI DWI RESPATI (NIM : 13414022), MUHAMMAD
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29207
• Institution: Institut Teknologi Bandung

<p align="justify"> Prelo is one of the marketplaces that provide online platform which consumers can buy and sell secondhand items. Prelo has developed their service for the purpose of increasing Stock Keeping Unit (SKU). The service itself is a new feature called Sewa Online or Online Renting. After lauching the new feature, Prelo thinks that the SKU doesn’t have significant improvement compared to their initial target. <br /> <br /> This research started from identifying the gap between the user’s expectation and the service of new feature. That gap would be used as the bas eon what to do to improve the company. From the analysist result, Celebrity Endorsemen is one of the main variables and need to be improved to achive the aim of increasing the SKU. <br /> <br /> The author used proposal design to create promotional strategy using Celebrity endorsment using social media. In order to decide who is the best endorser for Prelo, the author uses analytical Hierarchy Process method. To decide on alternative decision and final result, the author conducted an interview with two experts in Endorsment field, and prelo. The result came to Rachel Vennya as the suitable endorser of prelo. <br /> <br /> In order to validate the proposal design, there needs to be advance research to determine the effectiveness of using Rachel Venya as celebrity endorser towards prelo users. This research uses Structural Equation Modelling (SEM) in testing the hypothesis. The processing result showed that Rachel Venya as endorser, and social media to spread the information has positive outlook towards Prelo users. <p align="justify"> <br />