PENGARUH CELEBRITY ENDORSEMENT DI PASAR DARING TERHADAP MINAT BELI KONSUMEN DI KOTA BEKASI STUDI KUANTITATIF TERHADAP MINAT BELI DI PASAR DARING

• Main Author: Widhinugraha, Narandika
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68196
• Institution: Institut Teknologi Bandung

The purpose of this research is to study the influence of celebrity endorsement, which will be using Cristiano Ronaldo and BTS as an instance, in the online marketplace such as Shopee and Tokopedia towards consumer purchase intention in Bekasi city using VisCAP (Visibility, Credibility, Attractiveness, Power) framework. This research uses a descriptive design by collecting samples through an online questionnaire using Google Forms, taken from 101 respondents from Bekasi city who have done a transaction at least once from either Shopee or Tokopedia. This paper offers an output of how an online marketplace can choose the criteria of its brand ambassador and know which factors from the VisCAP framework are effective towards the purchase intention of consumers in Bekasi city, Jakarta’s satellite city which consists of 3.084 million citizens that could be a potential target market for both online marketplaces.