Abstract:
Indonesia is a conservative country with a Muslim majority, but this research aims to
explain that currently the attitudes of buyers are more focused on products and also
promotional abilities, performance and several other influential things. The author
wants to examine consumer attitudes towards the performativity of transexual celebrity
endorsements, the promotional abilities possessed by a transexual celebrity
endorsement but also related to the social culture of Indonesia. For respondents, the
author focuses on taking respondents from DKI Jakarta, with a distribution of celebrity
endorsements and also diverse views of respondents. In accordance with the author's
research, it turns out that promotion, performance and social culture variables have a
positive and significant effect on consumer attitudes. Even though they still have a view
of the social culture that operates in Indonesia, respondents in this study focused more
on the promotional abilities and performance possessed by Celebrity Endorsements
even as transsexuals.
