THE INFLUENCE OF CELEBRITY ENDORSERS TO PROMOTE JALAN TUNJUNGAN AS LOCAL DESTINATION IN SURABAYA

Abstract

Celebrity endorsers are part of today's marketing strategy. Many brands or tourist objects employ them to influence and increase sales. However, there is a limitation of study on the impact of celebrity endorsers. This study examines the profound influence of celebrity endorsements on consumer behavior, encompassing emotions, preferences, and perceived utility. Drawing upon a case study of Jalan Tunjungan, empirically, the research demonstrates the significant impact of celebrity endorsements in this specific context. The research highlights that celebrity endorsements evoke emotional responses, enhance product preferences, and amplify perceived utility, ultimately driving consumer engagement. While the Tunjungan case provides compelling evidence, further investigation is warranted to comprehend celebrity endorsements' enduring effects, particularly in consumer decision to visit Tunjungan. This study underscores the need for a more comprehensive understanding of how celebrity endorsements shape long-term consumer behavior, offering valuable insights for marketing strategies and brand management in diverse contexts.