SIMPLE MATHEMATICAL MODELS FOR VARIOUS CELEBRITY ENDORSEMENT PHENOMENA

• Main Author: Aji Saputra, Yudha
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42185
• Institution: Institut Teknologi Bandung

Advertising industry revenue, especially celebrity endorsement, which continues to increase every year makes this sector very important in economic growth in Indonesia. Decision making related to celebrity endorsement should be based on good data analysis. Mathematical models are one of the way that can be used to analyze various phenomena in the world of celebrity endorsement, but mathematical models that represent celebrity endorsements are still few. In this thesis, besides compiling a mathematical model, the model's compatibility with the real phenomena that occur, and what recommendations can be generated based on the mathematical model is discussed. The owner of the product or service has several factors that affect their assessment of choosing celebrity endorser. There are two mathematical models used to see changes in each factor, namely ordinary differential equations with constant speed coefficients and non-constant speed coefficients. The suitability of the model is analyzed by simulating the dynamics of each factor, then comparing these results with various phenomena in the world of celebrity endorsement. Celebrity endorsers are divided into several categories that can be used as a reference for the product or service owner to choose the good one. Models with non-constant speed coefficients can explain dynamics of observed phenomena well, while models with constant speed can only be used for phenomena that last for a short time.