Promotional marketing has been a chain of cycle used by companies in order to promote their products. In order to do that, most companies use endorser as a medium to promote their product and influencing consumer purchase decision. Celebrity endorser is the most popular type of endorser that affects youth purchase decision. However, nowadays the emergence of social media influencer has also plays a role in influencing youth purchase decision. Therefore, this research has been run in order to identify which endorser has more influence on youth purchase decision based on endorser characteristics namely attractive, expertise, likeability, meaningful and trustworthy. 400 survey questionnaires have been distributed to the youth age between 18-5-25 years old. The findings indicate that social media influencer make the highest influence on youth purchase decision with likeability characteristic has the highest contribution in influencing youth purchase decision.
ndoendorser, social media influencer, celebrity endorser, youth purchase decision