| The rapid development of technology,which causes an increase in the number of Internet and Social Media users,has triggered competition in the business world,one of them is the businesses that are incorporated into MSMEs.MSME which stands for Micro Small and Medium Enterprise is an activity related to entrepreneurship,a business managed by individuals or companies.MSMEs have an important role in advancing the Indonesian economy,and make a major contribution to regional and state revenues.Along with the times,businessmen are encouraged to do their business online,where they market their products or services through websites,marketplace applications,social networks and social media.In responding to this,the government has taken various ways to make MSMEs survive in this digital era,one of them is the “Go Online” program,where they encourage MSME businesses to sell their products or services online or often referred to as online shop.One of the social media that has many users in Indonesia is Instagram,where the majority of Instagram users are men and women with an age range of 18-34 years,which can be a suitable target market for the Online Shop business.Although the online shop business looks pretty easy,competition between online shop is inevitable.Businessmen do various ways to maintain their business,one of them is by choosing the right marketing strategy.Currently,Celebrity Endorsement is one of the marketing strategies commonly chosen by businessmen on this digital platform.However,this marketing strategy has several risks that can be a failure factor in its implementation,namely the cost is too expensive,the process is too short,celebrities are not serious in doing their job,and other problems.Of course this raises the question,is this marketing strategy really effective? How does the impact to Online Shop revenue?In conclusion,based on the results of this study,it can be seen that Celebrity Endorsement is a fairly effective marketing strategy for online businesses who are members of MSME in Indonesia,it can be seen in the results which show their revenue has increased,the number of followers and potential buyers has also increased,and there are long-term effects on the shop’s profits.Although there are shortcomings,these can be overcome by making observations beforehand about the prospective endorser to be used or using the Vis CAP method.The results of this study are expected to be taken into consideration by the government in providing product marketing solutions when conducting counseling regarding the Go Online program for MSMEs in Indonesia. |
