Purpose: This research is motivated by the rise of commerce via the internet or so-called electronic commerce (E-commerce). From a businessman's point of view, this is an opportunity for them to ...increase their business by creating an online shop that is included in several marketplaces. Electronic Word of Mouth (e-wom) includes testimonials from someone who has bought, then there are also figures who are fond of using the product, namely Celebrity endorsers and student lifestyle. The purpose of this study is to reveal how these aspects influence buying interest.
Design/methodology/approach: The method in this study uses a quantitative approach by describing multiple linear regressions. The sample research method used is non-probability sampling with the consideration that all populations cannot be used as a sample. The sample obtained was 200 students.
Findings: Based on the data analysis, it can be concluded that there is a significant effect of E-WOM on the interest in buying online shop products, there is a significant influence of celebrity endorse on the interest in buying online products, there is a significant influence of lifestyle on the interest in buying online shop products, there is an effect of E-WOM, Celebrity Endorse. and lifestyle simultaneously on the interest in buying online shop products.
Research limitations/implications: All respondents of this research are student.
Practical implications: Result of this research can be used as references in creating interest in buying online product.
Originality/value: This paper is original.
Paper type: Research Paper.
Influencers are well-known individuals who have a large following on social media and are considered a strong influence on their followers. Because they have influence and a large number of ...followers, many business actors hire influencer endorsement services. This aims to expand market reach so that the products of business actors can be recognized by many people. However, there is no guarantee that the information submitted by Influencers in advertising a product is correct. The reviews given can be misleading, so that in reality consumers are always in a position of ignorance and are always at a loss. This study aims to determine the forms of violations in advertising procedures and legal liability for the behavior of influencers when making endorsements by comparing the laws and regulations related to the problems studied. Researchers want to know which laws and regulations are more relevant in giving the burden of responsibility to these influencers. This research uses normative legal research methods. The approach used in solving the problems in this research is the statutory approach and conceptual approach. The results of this study indicate that there are no special regulations governing influencers who do endorsements on social media. Although there are no specific regulations governing influencers, it is emphasized that influencers can follow the regulations regarding advertising when making endorsements.
Keywords: Influencer, endorsement, accountability
Masalah yang ada dalam penelitian ini adalah seperti apa komunikasi imperatif pada bahasa yang digunakan oleh selebgram Tasya Octav. Tujuan disusunnya jurnal penelitian ini yaitu untuk ...mendeskripsikan jenis-jenis kalimat imperatif dan juga kecenderungan komunikasi imperatif yang dipakai dalam bahasa selebgram Tasya Octav. Penelitian ini menggunakan metode deskriptif kualitatif. Penelitian ini merupakan penelitian kepustakaan. Data penelitian ini merupakan tuturan yang diucapkan oleh selebgram Tasya Octav pada video endorsment yang diunggah. Sumber data penelitian ini merujuk pada transkrip tuturan video endorsment pada insta story akun instagram selebgram Tasya Octav. Pengumpulan data dalam penelitian ini yaitu simak dan transkrip. Berdasarkan hasil pembahasan, dapat disimpulkan bahwa pada bahasa endorsment Tasya Octav lebih sering menggunakan kalimat imperatif pemberian izin
The aim is to contribute to a better understanding of the importance of the
marketing communication to a fashion brand. As such, we will explore the different
tools and formats that may be used to ...communicate the fashion brands and give an
identity and a positioning that adds a strong and distinctive brand image.
O objectivo deste artigo é contribuir para uma melhor compreensão da
importância que a comunicação de marketing desempenha para uma marca de
moda. Como tal, são exploradas as diferentes ferramentas e formatos que poderão
ser usados para comunicar as ditas marcas e assim transmitir uma identidade e um
posicionamento que potencie uma forte e distintiva imagem de marca.
