Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship

The Influence of Celebgram on Online Purchasing Decision

Authors
Heny Hendrayati, Vanessa Gaffar, Dea Sintia Dwiyanty
Corresponding Author
Heny Hendrayati
Available Online August 2016.
DOI
https://doi.org/10.2991/gcbme-16.2016.77How to use a DOI?
Keywords
Promotion with Social Media, Celebrity Endorser on Instagram, Online Purchasing Decision
Abstract
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.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
Part of series
Advances in Economics, Business and Management Research
Publication Date
August 2016
ISBN
978-94-6252-268-8
ISSN
2352-5428
DOI
https://doi.org/10.2991/gcbme-16.2016.77How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

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
PB  - Atlantis Press
SP  - 425
EP  - 430
SN  - 2352-5428
UR  - https://doi.org/10.2991/gcbme-16.2016.77
DO  - https://doi.org/10.2991/gcbme-16.2016.77
ID  - Hendrayati2016/08
ER  -