Effect Celebrity Endorser, Social Media, Advertising, Content YouTube and Brand Awareness to Buy Consumer Interest

17 Pages Posted: 29 Jan 2019

See all articles by Evie Ramadhanti

Evie Ramadhanti

State University of Jakarta, Faculty of Economics, Students

Shafwatun Nada

State University of Jakarta, Faculty of Economics, Students

Osly Usman

State University of Jakarta - Faculty of Economics

Date Written: January 11, 2019

Abstract

In this era of technology weapons development as the business world is now Increasingly Unable to predict. Companies are looking for ways to not be abandoned by consumers. Therefore it is very important for companies to know what to do to Attract Consumers to buy. This study aims to identify and analyze, 1. Effect Against Celecrity Endorser Buy Consumer Interests, 2. Influence of Social Media To Buy Consumer Interests, 3. Ad Impact Of Interest Buy Consumer, Youtube Content, 4. Effect Against Buy Consumer Interests, 5. Effect of brand Awareness To Buy Consumer Interests, 6. Influence of Celebrity Endorser, Social Media, Advertising, Content and brand Awareness Against Youtube Buy Consumer Interests. The purpose of this study is to acquire knowledge and test theories about Celebrity Endorser, Social Media, Advertising, YouTube Content and Brand Awareness. This research was conducted in Indonesia precisely in Jakarta, Bogor, Depok, Tangerang, and Bekasi with total sample. Processing of data using SEM techniques and applications smartPLS 3.0. The results of this study show the influence. The most high buying interest is social media and the influence of the low buying interest is is a stylish celebrity endorser.

Keywords: Celebrity Endorser, Social Media, Advertising, Content Youtube, Brand Awareness

Suggested Citation

Ramadhanti, Evie and Nada, Shafwatun and Usman, Osly, Effect Celebrity Endorser, Social Media, Advertising, Content YouTube and Brand Awareness to Buy Consumer Interest (January 11, 2019). Available at SSRN: https://ssrn.com/abstract=3314028 or http://dx.doi.org/10.2139/ssrn.3314028

Evie Ramadhanti (Contact Author)

State University of Jakarta, Faculty of Economics, Students ( email )

Jakarta Timur, Jakarta
Indonesia

Shafwatun Nada

State University of Jakarta, Faculty of Economics, Students ( email )

Jakarta Timur, Jakarta
Indonesia

Osly Usman

State University of Jakarta - Faculty of Economics ( email )

Jakarta
Indonesia
021-4721227 (Phone)
021-4721227 (Fax)

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