THE INFLUENCE OF TRANSSEXUAL CELEBRITIES ENDORSEMENTS ON SOCIAL MEDIA AND CONSUMER ATTITUDES IN CONSERVATIVE COUNTRIES: INDONESIAN CASE STUDY

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.