The Effect of Celebrity Endorser Raffi Ahmad and Testimonial on Consumer Buying Interest of Lemonilo Products on Social Media

Abstract

Humans become inseparable from communication technology, transferring and disseminating information via the internet and social media. Entrepreneurs are competing to create marketing communication strategies to attract the attention of potential consumers to product purchasing decisions. To increase consumer interest in buying products, it considers the quality of the product from consumers' testimonials and programs that play a role in promoting the product to make them sell fast. In this study, the theory of SOR was used. This research aims to explore the influence of celebrity endorsers and testimonials on consumer buying interest in products offered on social media. The research method used quantitative explanatory research with a positivistic approach. The sampling technique is probability sampling, which is a random sampling technique. Data collection techniques were carried out through field research; a survey was conducted with help of questionnaires. The data analysis technique applied multiple linear regression data analysis, which analyzed the influence of celebrity endorser on the independent variables and testimonials on the dependent variable of consumer buying interest. The results showed that the attractiveness of celebgram or celebrity endorser Raffi Ahmad and testimonials had a positive effect on consumer buying interest in Lemonilo products and the contribution of influence posed by the attractiveness variable of celebrity endorser Raffi Ahmad and testimonials of purchase interest of Lemonilo products was 68.1%, while the remaining 31.9% was modified by other variables.