Celebrity Endorser and Brand Image McDonald’s: Impact of Collaboration McDonald's with BTS in Indonesia
DOI:
https://doi.org/10.21512/becossjournal.v6i1.10837Keywords:
Celebrity Endorsement, Brand Image, Purchase IntentionAbstract
Celebrity Endorsement is one of the marketing strategies businesses often use to increase purchasing power. Famous artists are also paid handsomely to endorse business products. This research aims to determine the extent of BTS’s influence as a Celebrity Endorser of the fast-food McDonald’s BTS Meal Collaboration in Jakarta. Apart from that, researchers also examined the influence of Mc Donalds’ own brand image on fast food purchase intention. This quantitative research took a sample of 100 respondents who were McDonald’s customers. The research results show that the Celebrity Endorser and Brand Image variables do have a significant influence on the purchase intention of the fast-food brand.
Plum Analytics
References
Apejoye, A. (2013). Influence of celebrity endorsement of advertisement on students’ purchase intention. Journal of Mass Communication & Journalism, 3(03), 2–7.
Atmaja, D. R., & Rahayu, P. (2023). The Effect of Celebrity Endorsement and Sosial Media Marketing on Purchase Intention Skincare Product in Tiktok Shop. Majalah Ilmiah Bijak, 20(2), 280–292.
Caniago, A., & Rustanto, A. E. (2022). Kualitas Pelayanan dalam Meningkatkan Minat Beli Konsumen Pada UMKM di Jakarta (Studi Kasus Pembelian Melalui Shopee). Responsive: Jurnal Pemikiran Dan Penelitian Administrasi, Sosial, Humaniora Dan Kebijakan Publik, 5(1), 19–25.
Kotler, P., & Keller, K. L. (2009). Menejemen Pemasaran. Penerbit: Erlanggga. Jakarta.
Kotler, P., Keller, K. L., MarkKotler, P., & Keller, K. L. (2016). Marketing Management. Global Edition (Vol. 15E).
Kristina, A. (2021). [hyper] love: Meneropong Cinta dan Fanatisme Army melalui Netnografi. Penerbit Peneleh.
Nazarani, M. R., & Suparna, G. (2021). The effect of luxury brand, brand image, and product quality on purchase intention. American Journal of Humanities and Social Sciences Research, 5(1), 290–295.
Prasojo, E. (2020). Pengaruh Celebrity Endorsement Terhadap Minat Beli Melalui Brand Image. Jurnal Riset Manajemen Dan Bisnis, 14(2), 83–98.
Putra, A. H. P. K., Ridha, A., & As’ ad, A. (2018). Celebrity Endorser Pada Jejaring Sosialinstagram Untuk Menarik Minat Pembelian Calon Konsumen. Jurnal Economic Resource, 1(1), 86–89.
Santoso, C., & Immanuel, D. M. (2021). PENGARUH CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION PADA IKLAN PRODUK MAKANAN. Jurnal Performa: Jurnal Manajemen Dan Start-up Bisnis, 6(6), 494–504.
Sugiyono, D. (2013). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D.
Susanto, S. E., Toto, H. D., Krisnanto, B., Singkeruang, A. W. T. F., & Ramlah, R. (2022). The Influence of Brand Loyalty and Brand Image on Customer Satisfaction. Point of View Research Management, 3(1), 70–80.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Business Economic, Communication, and Social Sciences Journal (BECOSS)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)