期刊名称：Jurnal Manajemen dan Kewirausahaan (Journal of Management and Entrepreneurship)
印刷版ISSN：1411-1438
出版年度：2016
卷号：18
期号：2
页码：100–110
语种：English
出版社：Institute of Research and Community Outreach - Petra Christian University
摘要：Numbers of food businesses exist in contemporary time. They make the businessmen engaged in the same field have to be creative in the marketing to be more attractive to public. One creative idea is through endorser in foodstagram Instagram. The study aimed to determine the influence of endorser foodstagram (Ty-pical-person endorser) toward customers buying interest. The dimensions of the endorser were used in this study consisted of the visibility, credibility, attractiveness, and power. It used 125 respondents and multiple regressions to determine the effect of each dimension used. The endorser foodstagram (Typical-person en-dorser) effected on buying interest. However, when the endorser dimensions were tested individually, there were only two dimensions that influence the buying interest, which were attractiveness and power.
