ACADEMIC WRITING - WEEK 2 - MAKE TITLE of RESEARCH & the OUTLINE

 

Nama   : Yuni Sulistiyo R

NBI     : 1611800003

Academic Writing – B

 

Title

The Influence of Instagram Celebrity Endorsement Reviews on the Level of Trust and Purchase Intensity of the Online Community

 

Abstract

This study is about the effect of the review endorsement program on the level of trust and the intensity of online community purchases. The phenomenon of online shopping is increasing every year, with the existence of a trusted online shopping platform that provides services for almost all products that the community needs from housewives to millennial children. Currently, almost all online sellers have a marketing strategy by paying a celebrity or artist who is well-known among the Instagram social media community, then the sellers will send their products for review by celebrities to increase the attractiveness of online buyers on the platform. So with the reviews are given by Selebgram, the followers of these celebrities are expected to be interested and buy the product. This marketing method is very well known among online sellers, but it is very unfortunate that currently some of the reviews made by some of these celebrities are not authentic, thus making online people hesitate to buy the advertised products.

In this study, data was collected through a questionnaire method for the public or respondents who use social media Instagram who often see celebrities promoting products or services through their Instagram accounts. With that, the respondent will give a response on why they believe or don't believe the review.

 

Research Background

Economic growth and technological developments in Indonesia have made the internet one of the most popular media for the public. The convenience is provided to consumers to carry out various activities, such as finding information, communicating, and as a means of shopping. This increase makes the internet a huge market potential for business people to expand market share and increase sales. Celebrity endorsement is one of the most popular methods in the world, using celebrities who are attractive, have high popularity, and can be trusted by the intended public to make the promoted product known, known, and desirable. However, in order for an advertisement to attract the attention of potential consumers, it must be designed in such a way that the message or information contained in the advertisement can be conveyed.

 

Problem Statement

1. Is the level of public trust very high in the review endorsement of selebgram?

2. Does public buying interest in endorsement reviews continue to increase?

 

The Objective

The purpose of this study is to determine how much buying interest from online people who use social media Instagram for products advertised by selebgram. And also to find out how much public trust the celebrity reviews about the product.

 

Method and Theory

This research method uses qualitative methods, namely by giving questionnaires to several people who actively use social media Instagram and often see a selebgram reviewing a product.