The Effect of Characteristics of Celebrity Endorser on Intention to Buy Hotel Room through Destination Images (Study on Celebrity Endorser Followers on Instagram)

Abstract

In the development of technology provides many changes in communication patterns. One of the mass communication that is widely affected by technology in mass media with the emergence of new media. The existence of new media includes information technology and communication technology that complement each other through internet media, one way is to use social media. Social media that is widely used are blogs, Instagram and Youtube. Given that the use of celebrities in advertising campaigns often incurs high costs, advertisers hope that these qualitative benefits can turn into a positive economic impact. Nowadays many companies use celebrity or Celebgram as an endorser that usually costs less than advertising with exclusive contracts. This study aims to see how the characteristic influence of celebrity endorsers on the hotel buying interest in Indonesia through the destination image. The result shows that the characteristic of celebrity endorsers and destination image has a positive and significant impact on intention to buy.