Proceedings of the 3rd Warmadewa Research and Development Seminar, WARDS 2020, 21 December 2020, Denpasar-Bali, Indonesia

Research Article

The Effect of Celebrity Endorser on The Customer’s Online Purchase Intention (Case Study on Food and Beverage MSME Products in Denpasar)

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  • @INPROCEEDINGS{10.4108/eai.21-12-2020.2305861,
        author={Ade Ruly Sumartini and I. A. Cynthia Saisaria Mandasari},
        title={The Effect of Celebrity Endorser on The Customer’s Online Purchase Intention (Case Study on Food and Beverage MSME Products in Denpasar)},
        proceedings={Proceedings of the 3rd Warmadewa Research and Development Seminar, WARDS 2020, 21 December 2020, Denpasar-Bali, Indonesia},
        publisher={EAI},
        proceedings_a={WARDS},
        year={2021},
        month={4},
        keywords={celebrity customer’s products},
        doi={10.4108/eai.21-12-2020.2305861}
    }
    
  • Ade Ruly Sumartini
    I. A. Cynthia Saisaria Mandasari
    Year: 2021
    The Effect of Celebrity Endorser on The Customer’s Online Purchase Intention (Case Study on Food and Beverage MSME Products in Denpasar)
    WARDS
    EAI
    DOI: 10.4108/eai.21-12-2020.2305861
Ade Ruly Sumartini1,*, I. A. Cynthia Saisaria Mandasari1
  • 1: Universitas Warmadewa, Denpasar-Bali, Indonesia
*Contact email: aderuly81@gmail.com

Abstract

This research aims to determine the effect of celebrity endorsers on online purchase intentions. The population is the people in Denpasar City using purposive sampling. The data analysis technique used multiple regression analysis. It was found that attractiveness, trustworthiness and expertise, influence simultaneously and partially on the purchase intention in food and beverage MSME products in Denpasar City. If before the Covid 19 pandemic conditions consumers were still hesitant to buy food and beverage products online, it is hoped that using celebrity endorsers that display food and beverage products in a real and honest manner, can increase the purchase intention of consumers who previously were still hesitant to buy food and beverage products by online. With the increase in consumer purchase intentions, it is also hoped that MSME players who sell food and beverages online can increase their sales turnover significantly.