Abstract:
There are many studies about the effectiveness of using celebrity endorsement as
a part of commercials, yet it appears that there are restricted looks in online
networking as a medium. This research aims to evaluate the effect of endorser
credibility on attitude towards social media advertising. The review achieved in
Indonesia and to be particular; it is among President University students, using
non-probability sampling which is convenience sampling, and the researcher
using 105 respondents. Three components to quantify the endorser credibility are
trustworthiness, attractiveness, and expertise. For examining the influence, this
research is utilizing an SPSS 16.0 test that is fit for testing the relationship
between the factors. The analysis affirmed that trustworthiness, attractiveness, and
expertise is significant and simultaneously influence to attitude towards social
media advertising. Overall, the study gives strong confirmation of the effect of
utilizing endorser in social media advertisement, and the outcomes help
organizations to plan better advertising strategy.
