1. General Statement of Problem Area
Using the Internet has become a mainstream social activity. As the development of technology, nowadays people can access Internet easily anywhere and anytime by supported with cheap package of Internet access from the entire phone provider in Indonesia. Instead of using the Internet for official business such as email, frequently they use it for social media and online shopping.
This is proved based on Semiocats.com and MasterCard Worldwide data, stated that Indonesia is the third largest Facebook users, the fifth Twitter users, and more than 57 percent’s of Indonesia people has familiar with online shopping which online transaction up to 4.1 billions USD in 2012 (Kompas, 2012)
Entrepreneurs see this condition as an opportunity to open an online store. For them, starting up an online store is very promising. It is definitely because of the low start up costs, time flexibility, and ability to do business 24 hours especially for women that should take care their children while also can earn money in the same time.
In order to gain profit, entrepreneurs use social media marketing to attract attention and encourage customers to buy their products. Social media has become a platform that is easily accessible to everyone that has Internet access. Currently there are many ways of social media marketing such as make store website/blog, tweets short product messages that are followers likely to read, use hash tags so customer can easily find products that they want, tag photos in Facebook, post photos with digital filter through Instagram, post videos when a product can be used as well as how to use it and others.
Above all that, the other way to do social media marketing is through celebrity endorsement in a competition to get more customers and escalate their brand image as an additional value.
2. Research Purpose
Social media marketing is a type of Internet marketing which seeks to accomplish goals with the contribution of various social media networks such as Facebook, Youtube, Twitter, Instagram, My Space. The purpose of every social media marketing is differ, but primarily engages building of brand awareness and of course sells a product. While marketing is becoming more and more about the customers, social media marketing is become a key for connecting with customers. One of many forms of social media marketing is celebrity endorsement.
To study and obtain more knowledge about celebrity endorsement as a social media marketing for online store is the primary purpose of the research paper. Enrich literature about social media marketing will be the second purpose of this research.
3. Research Problem
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Many online store, but they sell almost the same stuffs with the same social media marketing. When everything is the same, they should be able to stand among the crowds; different is the best path to get customers attraction and interest. At this condition consumer has a lot of online stores to choose to get things that they want to buy.
New social media marketing will help customers in order to differentiate products from competitors and increase online shop’s profit. The new social media marketing is celebrity endorsement. As we know that celebrities are people who enjoy public recognition by a large group of people. At this point, everyone will look at how and what they wear, and product promoted by celebrities is seen as being more purchased and more valuable. With this, online store can arise among many various others.
4. Significance of Study
The study is significant for two reasons.
First, celebrity endorsement is a social media-marketing phenomenon with a free, easy and fast way to pull customer through famous people. Without face-to-face interaction and distance limit, online stores can interact directly and get a fast respond from...
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