T, I, O, O, S, P, A, C, E, N, S The Influence of Online Sales Promotion and Celebrity Endorser Nagita Slavina on the Brand Image of Toko Mama Gigi

Dinda Chairunisa; Ratih Hasanah Sudradjat

doi:10.35870/jtik.v8i4.2584

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DOI:

https://doi.org/10.35870/jtik.v8i4.2584

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Dinda Chairunisa ⁽¹⁾ , Ratih Hasanah Sudradjat ⁽²⁾

Published: Oct 1, 2024

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⁽¹⁾ Dinda Chairunisa:

Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bisnis, Universitas Telkom, Kota Bandung, Provinsi Jawa Barat, Indonesia.

⁽²⁾ Ratih Hasanah Sudradjat:

Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bisnis, Universitas Telkom, Kota Bandung, Provinsi Jawa Barat, Indonesia.

Abstract:

Advances in technology and the internet make it easier for businesses to innovate in the promotion and delivery of information. Mama Gigi's store uses online sales promotion through Shopee live shopping and celebrity endorser Nagita Slavina to build a brand image. This study, which used Houland's S-O-R theory and quantitative methods with 400 respondents, found that online sales promotion and celebrity endorsers had a positive and significant effect on Toko Mama Gigi's brand image, with an influence of 46.9%, while 53.1% was influenced by other factors that were not studied.

Keywords:

Brand Image, Celebrity Endorser, Online Sales Promotion

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How to Cite

Chairunisa, D., & Sudradjat, R. H. (2024). Pengaruh Online Sales Promotion dan Celebrity Endorser Nagita Slavina Terhadap Brand Image Toko Mama Gigi. Jurnal JTIK (Jurnal Teknologi Informasi Dan Komunikasi), 8(4), 1096–1102. https://doi.org/10.35870/jtik.v8i4.2584

Author Biographies

Dinda Chairunisa, Universitas Telkom

Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bisnis, Universitas Telkom, Kota Bandung, Provinsi Jawa Barat, Indonesia.

Ratih Hasanah Sudradjat, Universitas Telkom

Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bisnis, Universitas Telkom, Kota Bandung, Provinsi Jawa Barat, Indonesia.

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Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi)