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"This research is based on the magnificent impact of celebrity endorser credibility in marketing communication. Nowadays many companies used celebrity endorser for introduce their product to the consumer. Advertiser for company are willing to pay a huge salaries to celebrities who are liked and respected by consumer and who will, it is hoped, favorably influence consumer attitudes and behavior toward the endorsed brands.Bakrie Telecom is one of the companies that used celebrity as an endorser. Researches used Esia as a case study because nowadays not only for consumer goods product who used celebrity but service telecommunication too. So we can see the effectiveness celebrity endorser credibility for this high technology.Company usually uses celebrity as the source of advertising message for any persuasive purposes. The aim of this research is to understand the celebrity roles when becoming endorser for the product he or she advertised, that is related to the brand attitudes. The effect of the celebrity beside to increase the company sales is to put in consumer mind. Even, as an individual maybe for telecommunication beside celebrity we will find out what service that we get if we used the product, but for this research is to proved that celebrity has influence respondent in brand attitudes.This researches is used theory according to Barbara A Lafferty (2002) is said that source credibility endorser does appear to have an effect on attitudes toward the advertisement, also suggest that it has a stronger effect on attitudes toward the brand. Ohanian (1990) celebrity endorser has source credibility such as expertise, trustworthiness, and attractiveness. Brian D Till (2000) the use of celebrity endorser with a product that is consistent with the endorser?s have a greater positive effect on brand attitudes. Three of them have the same for source that according to the celebrity endorser.This research used quantitative approach with survey method with questioners to the students in FISIP UI. Descriptive analysis is used for describe what the endorser answer with celebrity endorser as independent variable and brand attitudes as dependent variable. Multiple regression used to observed celebrity endorser impact to through brand attitudes.The result of this research indicates that celebrity endorser have an impact to brand attitudes. For which one of the credibility celebrity endorser (expertise, trustworthiness, attractiveness) are have impact to brand attitudes for Esia PT Bakrie Telecom on this researches are expertise and attractiveness. The independent variable in this research contribute 62% to brand attitudes. For residue 38% is influenced by the other factors. The suggestion to PT Bakrie Telecom is affectivity of celebrity endorser is the important thing for the marketing communication especially to make consumer have a brand attitudes to their product."

"Skripsi ini membahas mengenai upaya pengendalian sosial swadaya yang diberikan oleh Slank dan Slankers dalam menanggapi kerusuhan dalam konser musik rock. Subjek penelitian dalam penelitian ini adalah Slankers dan Slank.Tujuan dari penelitian ini untuk menggambarkan secara deskriptif mengenai upaya pengendalian sosial swadaya yang dilakukan oleh Slank dan Slankers ketika terjadi kerusuhan dalam konser musik Slank. Penulis menggunakan teori self help social control dan third party conception of social control dalam menjelaskan permasalahan penelitian. Penelitian menggunakan pendekatan kualitatif dengan metode pengumpulan data, yaitu, wawancara mendalam dan observasi terhadap pihak Slankers dan Slank serta menggunakan data sekunder. Temuan dalam penelitian ini adalah reaksi dari Slank dan Slankers dalam upaya pengendalian swadaya ketika terjadi kerusuhan timbul karena mereka merasa tidak nyaman dan merasa terancam akibat kejadian tersebut, serta mereka menganggap individu atau kelompok diluar mereka menyimpang.

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This thesis discusses the efforts of non-formal social control provided by Slank and Slankers in response to unrest in a rock concert. Research subjects in this study were Slank and Slankers. The purpose of this study was to describe the descriptive the efforts of non-formal social control undertaken by Slank and Slankers during a riot in Slank music concerts. The author uses the theory of self help social control and third party conception of social control in explaining the research problems. The study used a qualitative approach to data collection methods, such as, in-depth interviews and observations of the Slankers and Slank and using secondary data. The findings in this study is the reaction of Slank and Slankers in non-formal social control during a riot arises because they feel uncomfortable and feel threatened by the incident, and they see a grup or individual as deviant"

"Tujuan dari penelitian ini adalah menganalisis pengaruh kredibilitas beauty vlogger sebagai celebrity endorser terhadap minat beli produk skincare Safi Indonesia (Studi Perbandingan Pada Beauty Vlogger Tasya Farasya Dan Sari Endah Pratiwi). Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 orang responden berusia 18-40 tahun yang pernah menonton video review produk skincare Safi Indonesia yang diunggah oleh Tasya Farasya dan Sari Endah Pratiwi (Saritiw) di Youtube. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan regresi linier. Hasil dari penelitian menunjukkan terdapat pengaruh positif yang signifikan antara kredibilitas endorser selebriti terhadap minat beli konsumen.

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The purpose of this study is to analyze the effect of beauty vlogger credibility as an endorser of celebrities on purchase intention in Safi Indonesia skincare products (Comparative Study on Tasya Farasya Vlogger Beauty and Sari Endah Pratiwi). This study uses a quantitative approach. The sample in this study were 100 respondents aged 18-40 years who had watched the Safi Indonesia skincare product review video uploaded by Tasya Farasya and Sari Endah Pratiwi (Saritiw) on Youtube. The instrument of this study used a questionnaire and analyzed using linear regression. The results of the study indicate that there is a significant positive influence between the credibility of endorser celebrities on consumer purchase intention."

"ABSTRAKPenggunaan celebrity endorser sebagai strategi untuk mempromosikan dan membangun citra produk sudah menjadi hal yang sering ditemui. Selain keuntungan yang diberikan terdapat risiko yang dimilik dalam penggunaan celebrity endorser seperti, publisitas negatif yang mampu mempengaruhi pembentukan presepsi negatif terhadap celebrity endorser. Dalam makalah ini akan membahas pengaruh dari presepsi negatif yang terdapat pada celebrity endorser apakah mampu membentuk presepsi negatif terhadap citra produk yang diwakilinya. Kesimpulan dari makalah ini adalah presepsi negatif yang dimiliki celebrity endorser dapat berpengaruh terhadap citra produk apabila celebrity endorser memiliki credibility expertise yang tinggi terhadap produk.

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ABSTRACTThe use of celebrity endorser as the part of the strategy to promote and build a brand image is a common practice to find. Along with the known advantages, there is also a risk of such practice affecting the perception of the brand to its consumers, turning it into a negative perception. This paper will discus the effect of the image of the celebrity endorsers towards the product 39 s image, such as the influence of a negative publicity of the celebrity endorsers towards the brands they represent. In the end, this paper concludes that negative publicity will influence the product 39 s brand image if the celebrity endorser has a high credibility expertise of the product."

"Companies alike are finding ways on how to market the product better, and one of the ways is through social media marketing. The use of Influencer in social media marketing is getting more relevance in current years. Many celebrities and social media influencer are targeted by these companies to promote their products to the influencer’s followers. One of the biggest celebrity and influencer with a great marketing is Bangtan Boys (BTS). BTS is one of a few celebrities who sold out products of their own and collaborations. Not many can do what BTS had achieved in terms of marketing. But what makes those followers want to buy products promoted or endorsed by the BTS? This study uses a subdivision of the persuasion theory, the elaboration likelihood model (ELM) to describe the change in behavior, in this case, purchase intention. This research involves 208 respondents and analyzed by using Partial Least Square – Structural Equation Modeling (PLS – SEM). This research shows that para-social relationship developed between the influencer and followers is more positively related to purchase intention of the followers than credibility. Furthermore, variables such as physical attractiveness, social attractiveness, and attitude homophily positively related to para-social relationship and variables such as physical attractiveness, and attitude homophily positively related to credibility.

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Perusahaan mencari cara bagaimana memasarkan produk dengan lebih baik, dan salah satu caranya adalah melalui pemasaran media sosial. Penggunaan Influencer dalam pemasaran media sosial semakin relevan. Banyak selebriti dan influencer media sosial yang diincar oleh perusahaan-perusahaan ini untuk mempromosikan produk mereka kepada pengikut influencer. Salah satu selebriti dan influencer terbesar dengan pemasaran yang hebat adalah Bangtan Boys (BTS). BTS adalah salah satu dari sedikit selebriti yang menjual produk mereka sendiri dan kolaborasi. Tidak banyak yang bisa melakukan apa yang telah dicapai BTS dalam hal pemasaran. Tapi apa yang membuat pengikut ingin membeli produk yang dipromosikan atau di-endorse oleh BTS? Penelitian ini menggunakan subdivisi dari teori persuasi, yaitu elaboration likelihood model (ELM) untuk menggambarkan perubahan perilaku, dalam hal ini niat beli. Penelitian ini melibatkan 208 responden dan dianalisis dengan menggunakan Partial Least Square – Structural Equation Modeling (PLS – SEM). Penelitian ini menunjukkan bahwa hubungan para-sosial yang dikembangkan antara influencer dan pengikut mempengaruhi niat beli pengikut dengan positif dibandingkan dengan kredibilitas. Selanjutnya variabel-variabel seperti daya tarik fisik, daya tarik sosial, dan homofili sikap berhubungan positif dengan hubungan parasosial dan variabel-variabel seperti daya tarik fisik, dan homofili sikap berhubungan positif dengan kredibilitas."

"Fenomena Korean Wave kini sudah mendunia dan Indonesia merupakan salah satu negara utama yang sangat terdampak oleh fenomena ini. Sehingga penggunaan selebritis Korea kini digunakan oleh perushaan di Indonesia sebagai endorser dengan tujuan agar dapat mempercepat consumer purchase. Namun, terdapat sebuah gap antara fenomena tersebut dengan teori pemilihan celebrity endorser. Untuk memperoleh celebrity endorser yang tepat, biasanya celebrity tersebut harus memiliki pengaruh yang positif dan image dari celebrity tersebut harus cocok atau sesuai dengan produk. Penelitian terdahulu menunjukan adanya hubungan yang tidak cocok antara celebrity dan brand, namun celebrity endorser yang digunakan diakui dan disetujui oleh konsumen maka celebrity tersebut akan dianggap congruent dengan brand apa pun. Kasus dengan celebrity endorser Korea dengan brand situs belanja online, belum diketahui hubungannya, karena berdasarkan penelitian terdahulu, Indonesia masih berada dalam kategori yang belum sepenuhnya memandang Korean Wave sebagai suatu fenomena yang sudah diadposi. Sehingga, penelitian ini akan berfokus kepada hubungan celebrity – brand congruence antara celebrity endorser Korea dengan brand e-commerce terhadap consumers’ purchase intention. Sebanyak 332 responden dengan umur antara 18 – 41 dan sudah pernah melihat iklan situs belanja online yang menggunakan celebrity endoser Korea, mengisi kuesioner secara online. Metode structural (SEM) digunakan untuk menguji dan mengevaluasi hipotesis. Model ini menemukan bahwa Attitudes Towards Brand tidak memiliki pengaruh terhadap consumers’ purchase intention dan celebrity - brand congruence tidak memiliki pengaruh langsung terhadap consumers’ purchase intention. Penelitian ini, secara praktis dapat diterapkan kepada Situs Belanja Online untuk mengatur strategi pemasaran kedepannya untuk meningkatkan consumers’ purchase intention dengan menggunakan celebrity endorser Korea

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The Korean Wave phenomenon has now become global, and Indonesia is one of the countries that is greatly affected by this phenomenon. The use of Korean celebrities as endorsers is increasing among local companies especially on online marketplaces to generate purchase intention. Celebrity – Brand Congruence is one of the factors when choosing the right celebrity as an endorser, the image of the Celebrity and the Brand should match. Previous studies show an incongruent relationship between Celebrity and the Brand but still managed to maintain the congruency image as the celebrity is accepted and acknowledged by consumers. The congruency between Korean Celebrity and Online Marketplace has not been tested, as previous studies show that Indonesia has not fully viewed Korean Wave as an adopted phenomenon. An online survey was used and was filled out by 332 respondents aging between 18 – 41 and who have already seen an online marketplace advertisement that uses Korean celebrities as their endorsers. Structural Equation Model was used to test the hypothesis. The results show that Celebrity – Brand Congruence has no direct effect on Purchase Intention for online marketplaces and Brand Credibility has the most significant effect on Purchase Intention. This study offers managerial implications to online marketplaces in using celebrity endorsers more effectively, as marketing communication tools to increase revenue."

"This research background is eagerness to know researcher about sharia banking is being rapidlying grow the existing. But growth that is quickly sharia bank is fatherland has not been accompanied with development of the products. As a result sharia bank didn't had product characteristic and only follows conventional products. On the other side research to banking of more sharia law at monetary side and laws becoming bottom views touching at marketing aspect.

This research, main question is how influence from product attribute to Purchase Intention Education defrayal Product of BSM Among Indonesia University Student Depok?

The method used in this paper is quantitative approach, based on the goals on the descriptive research, its time based including the cross sectional research and also include method on a survey research. Populations on this research are UI Depok Students and the sample is 90 persons from FMIPA, FISIP & FE becoming savings product client BSM, and for collecting data used the purposive sampling technique. The data technique analyze on this research is using frequency distribution with the help of SPSS 15 program.

Based on William J. Stanton, Michael J. Etzel, dan Bruce J. Walker, Fundamentals Of Marketing. There are four dimensions that influence to purchase intention Education defrayal Product of BSM. There four dimensions are quality, brand, price & product servicing.

Based on result of this inferential research that brand dimension is dimension influencing from product attribute variable to Purchase Intention Education defrayal Product of BSM Among Indonesia University Student Depok. Because of suggestion from researcher is alwaysly takes care of value either from brand which have been owned by BSM."

"Penelitian ini membahas tentang pengaruh sub-budaya agama, harga, dan kualitas produk terhadap keputusan pembelian pada produk Hape Esia Hidayah. Hape Esia Hidayah merupakan produk yang dibuat dan dipasarkan oleh PT Bakrie Telcom dengan target pasar bersegmen religius khususnya diperuntukkan bagi masyarakat muslim. Fitur yang ditawarkan sangat islami dengan harga yang cukup terjangkau dan kualitas produk yang cukup baik. Responden untuk penelitian ini adalah mahasiswa yang pernah membeli dan menggunakan Hape Esia Hidayah, hal tersebut dikarenakan mahasiswa dinilai dapat memberikan jawaban yang sesuai dengan pengalamannya saat memutuskan untuk membeli Hape Esia Hidayah. Sedangkan metode yang digunakan pada penelitian ini adalah metode kuantitatif dengan pola berpikir deduktif. Hasil dari penelitian ini menunjukkan bahwa harga dan kualitas produk tidak mempengaruhi keputusan pembelian dengan nilai signifikansi masing-masing sebesar 0,129 dan 0,639.Sedangkan sub-budaya agama mempengaruhi keputusan pembelian dengan nilai signifikansi sebesar 0,014. Sub-budaya agama mempengaruhi keputusan pembelian konsumen sebesar 33,2%. Dengan hasil penelitian tersebut maka dapat dikatakan bahwa PT Bakrie Telcom telah berhasil memasarkan produk ponselnya dengan mempertimbangkan sub-budaya masyarakat tertentu. Produk yang dibuat untuk masyarakat bersegmen religius tersebut merupakan pertama dan satu-satunya dalam industri telepon genggam di Indonesia. Hal tersebut menjadi keunikan tersendiri bagi PT Bakrie Telkom dalam memproduksi telepon genggam. Selain Hape Esia Hidayah PT Bakrie Telcom juga memperkenalkan Hape Esia Kasih, Hape Esia Fu, dan Hape Esia Bali. Keempat produk tersebut dibuat untuk masyarakat yang bersegmen religius.

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This research focuses on influence of sub-culture of religion, price and product quality toward purchase decision on Hape Esia Hidayah. Hape Esia Hidayah is a product which made and sold by PT Bakrie Telcom with the religious segment become their target market especially for muslim community. The contents are very close to muslim people with cheap price and good quality. The respondent for this research are colleges who have ever bought and used Hape Esia Hidayah, it's because they can give a good answer which appropriate with their experience when they have decision to buy Hape Esia Hidayah. The research method is quantitative with deductive pattern. The result of this research tells that price and product quality are not influence toward purchase decision with each significance values are 0.129 and 0.639.

Beside that, sub-culture of religion influence purchase decision with significance value is 0,014. Sub-culture of religion influence purchase decision about 33,2%. The conclusion from the research is PT Bakrie Telcom have already sold their product well which consideration for sub culture of religion. The product which made for religious segment is the first and the only one in Indonesia. That think made PT Bakrie Telcom have unique strategy for sell the product. Besides Hape Esia Hidayah, PT Bakrie Telcom produces Hape Esia Kasih, Hape Esia Fu, and Hape Esia Bali for religious segment."