Abstract:
The increasing number of online shops makes the need of promotion is also increasing. To attract people to buy their products, online shops start to advertise themselves through popular people or celebrities. Because of many Celebrities and Selebgram became endorser for numerous products of online shops, the researcher investigated what considerations were considered in choosing a celebrity as their endorser. Using Phenomenology approach, the researcher interviewed three online shop owners about the criteria they applied in choosing a celebrity for the endorser for their product. Using Credibility concept and Attractiveness concept, this study showed that physical attractiveness was the main consideration followed by endorser’s identity in public. Trustworthiness and expertise were also counted into consideration in choosing an endorser.
