Do Indonesian Social Media Celebrity, Influencer and Opinion Leader Affect Shifting in Consumer Behavior?
- Keywords
- consumer behavior, influencer, social media celebrity
- Abstract
Many Indonesian celebrity acts in social media such as influencer, celebrity of Instagrams or Youtuber make many fans or followers react to their suggestion or advertising of consuming a product or services goes viral. Not only teenagers but also adult followers are provoked by their acts. As one of the main five internet based life showcases on the planet expresses that Indonesia is the quickest developing nation concerning the quantity of web clients today compared to 2016. The nation is about three times over the worldwide normal, with 51 percent development every year becoming background for this research which aim to test affection of Indonesian celebrity toward shifting in consumer behavior, using multiple regression method and simple random sampling of 100 (one hundred) social media user in Bandung, West Java, Indonesia. The result shown 2 variable dimensions affect shifting in consumer behavior (attractiveness and expertise) the opposite trustworthiness doesn’t affect shifting in consumer behavior. Simultaneously, 3 variables indicate affection to shifting of Indonesia consumer behavior.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Rima Rahmayanti AU - Fitriani Reyta AU - Ni Wijaya PY - 2019/07 DA - 2019/07 TI - Do Indonesian Social Media Celebrity, Influencer and Opinion Leader Affect Shifting in Consumer Behavior? BT - Proceedings of the 5th Bandung Creative Movement International Conference on Creative Industries 2018 (5th BCM 2018) PB - Atlantis Press SP - 446 EP - 454 SN - 2352-5398 UR - https://www.atlantis-press.com/article/125910968 ID - Rahmayanti2019/07 ER -