The Influence Of Celebrity Endorser, Personal Selling And Pricing Strategy On Teenage Customers Response Toward Prepaid Card Products
DOI:
https://doi.org/10.35870/jemsi.v9i6.1635Abstract
One of the promotional techniques used to transmit messages and change consumer attitudes is advertising. The appropriate media must be used if messages are to be effectively delivered to customers. The growth of Indonesia's information media has led to an overabundance of advertisements in the news. Television, radio, magazines, newspapers, and other forms of media are utilized. In particular in Indonesia, where consumers are still brand-conscious and brands that have appeared in television advertisements are more well-liked than those that have not, television advertising is still seen as the most efficient method of product promotion. The purpose of this study is to examine adolescent consumer reaction characteristics in relation to price, personal selling activities and salespeople (personal selling), and the usage of celebrities as advertising supports in television media. Multiple linear regression analysis is the method employed. SPSS was used to calculate the analytical process. Purposive sampling methods were used to distribute questionnaires to 100 teenage male and female respondents in Jakarta in order to gather primary data. The results of this research show that the use of celebrity endorsers in television advertising, personal selling, and price has a significant simultaneous and partial effect on the response of teen consumers in Jakarta. The price variable has a dominant influence on the response of adolescent consumers.
Downloads
References
Terence, A. S. (2008). Advertising and Promotion: Additional Aspects of Integrated Marketing Communications, Fifth Edition. Jakarta: Erlangga.
Ratnawita, R., Aprila, B. N., Candra, E., & Kespandiar, T. (2023). The Influence of Service Quality, Customer Value and Customer Expectations on Customer Satisfaction of Commuter Line Train Services. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 9(2), 322-326.
Dalyono, M. (2008). Educational Psychology. Jakarta: PT Rineka Cipta.
Nafisa, L., Ratnawita, R., Diawati, P., Hermiyetti, H., & Abdurohim, A. (2023). Analysis of Education for Socialization and Understanding of Accounting Science in Business Development of Micro, Small and Medium Enterprises in Medan City. Edumaspul: Jurnal Pendidikan, 7(1), 527-531.
Kotler, P. (2000). Marketing Management, Millennium Edition. New Jersey: Prentice Hall.
Anggraini, N. P. N., Jodi, I. W. G. A. S., & Putra, D. P. (2020, October). The Influence of Experiential Marketing and E-Service Quality on E-Satisfaction and Repurchase Intention. In Journal of International Conference Proceedings (JICP) (Vol. 3, No. 2, pp. 50-58).
Sugiyono, M. (2007). Business Research Methods. CV Alfabeta.
Jodi, I. W. G. A. S. (2018). Pengaruh kualitas pelayanan dan kinerja karyawan terhadap kepuasan nasabah pada PT. BPR Artha Adyamurthi Di Kediri Tabanan. Jurnal Ilmiah Satyagraha, 1(2), 103-110.
Tjiptono, F. (2008). Marketing Scale. Yogjakarta: ANDI.
Tannady, H., & Purnamaningsih, P. (2023). Determinant factors customer satisfaction and its implication on customer loyalty: from the perspective of customers of Vespa. International Journal of Science, Technology & Management, 4(2), 434-438.
Triguno, F. B. (2007). Analysis of the Formation of Consumer Attitudes towards Products Through Endorser's Perceived Credibilities. Jurnal Manajemen Pemasaran UI.
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
