Persepsi Khalayak Terhadap Kredibilitas Celebrity Endorses Fadil Jaidi. (Audience Perception of the Credibility of Fadil Jaidi's Celebrity Endorses).

Mufidah, Imro'atul (2024) Persepsi Khalayak Terhadap Kredibilitas Celebrity Endorses Fadil Jaidi. (Audience Perception of the Credibility of Fadil Jaidi's Celebrity Endorses). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Based on digital marketing trends, the use of celebrity endorsers is a promotional effort to gain attention for the product. Therefore, currently many companies use celebrity endorsers as an attraction for the brand they are promoting. Good celebrities are those who can build a strong brand image. This research uses Social Judgment Theory. The method used in this research uses descriptive quantitative. The sampling technique in this research is quota sampling. The results of the research show that in accordance with the presentation of data and descriptions that have been carried out by researchers, there is a positive perception from Fadil Jaidi's audience (followers) regarding his credibility as a celebrity endorser. This is reviewed through the Expertise indicator, Fadil Jaidi is considered an expert in conveying product messages in the endorsement advertisements he delivers. In the Trust indicator, Fadil Jaidi is considered trustworthy, sincere and responsible in conveying product messages in advertisements. Then, on the Attractiveness indicator, Fadil Jaidi is considered to have an attractive appearance and a unique style in conveying the product message in the endorsement advertisements he delivers.

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