Strategy of Celebrity Endorser Usage to Increase Sales Performance at Online Shop Hello Friday

Authors

  • Yohanis Kalambo Fakultas Ekonomi & Bisnis Universitas Trisakti
  • Biduri Ainani Program Studi Manajemen Institut Bisnis Muhammadiyah Bekasi
  • Eva Fauziana Program Studi Manajemen Institut Bisnis Muhammadiyah Bekasi

DOI:

https://doi.org/10.53990/smart.v2i1.258

Keywords:

marketing online, marketing mix, Pricing, Endorsement, MSME

Abstract

This study aims to determine and analyze the strategies and criteria of success in using celebrity endorsers to increase sales of accessories at the online shop Hello Friday and the factors that are considered in buying accessories products. The sampling technique was determined using a questionnaire sheet and direct interview guidelines with the Hello Friday online shop owner. The analytical method used is a qualitative research method with a descriptive approach. The results show that a celebrity who is able to communicate well / smoothly and the photos that can attract the attention of consumers are criteria that can influence buyers to buy, the success strategy using celebrity endorsers does attract their attention to be willing to buy accessories products at Hello. Friday and the factors that are considered before buying accessories products on Hello Friday, namely: Quality, attractive design, prices that match the quality of the goods.



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Published

2021-10-31

How to Cite

Kalambo, Y. ., Ainani, B. ., & Fauziana, E. (2021). Strategy of Celebrity Endorser Usage to Increase Sales Performance at Online Shop Hello Friday. SMART : Management Journal, 2(1), 55–70. https://doi.org/10.53990/smart.v2i1.258