The Influence of Celebgram on Online Purchasing Decision
- 10.2991/gcbme-16.2016.77How to use a DOI?
- Promotion with Social Media, Celebrity Endorser on Instagram, Online Purchasing Decision
Social media Instagram having a growth increasing and very high in Indonesia. The function of social media Instagram has expanded, which is for transaction online too. This makes phenomenon online purchasing decision so familiar and so many online shop utilize this phenomenon. Because so much new online shop, it makes Walk in Summer should be more creative and innovative in marketing their product, like used Celebgram (Celebrity Endorser on Instagram). This research aims to find a representation on Celebgram as company promotion media and purchase decisions as well as the influence of Celebgram to online purchasing decision. This research uses purposive sampling, because respondents must be conformed the requirement. The results of this research that used Celebgram as a media promotion has positive influence on purchasing decisions of Walk in Summer, and the results of the correlation calculations show a positive correlation with a lower classification.
- © 2016, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Heny Hendrayati AU - Vanessa Gaffar AU - Dea Sintia Dwiyanty PY - 2016/08 DA - 2016/08 TI - The Influence of Celebgram on Online Purchasing Decision BT - Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship PB - Atlantis Press SP - 425 EP - 430 SN - 2352-5428 UR - https://doi.org/10.2991/gcbme-16.2016.77 DO - 10.2991/gcbme-16.2016.77 ID - Hendrayati2016/08 ER -