54 including brand persona, brand avoidance, or value transfer. Cases with brand persona might give different result for the rejected loyalty in this study. The results also limited are based on a specific sample and may not be generalizable to the entire population. Audience includes general and fans in both respondents. Further research can fill the gap on this limitation towards investigating one specific REFERENCES Aimon, H., Zaini Putri, D., & Setia Putra, H. (2020). Causality of Tourist Utility and Tourism Expense in The Tourism Object of Padang City: (Simultaneous Equation Model Approach). In Proceedings of Tourism Development Centre International Conference (pp. 91–98). Sciendo. https://doi.org/10.2478/9788395720406-010 Aw, E. C. X., & Labrecque, L. I. (2020). Celebrity endorsement in social media contexts: understanding the role of parasocial interactions and the need to belong. Journal of Consumer Marketing, 37(7), 895–908. https://doi.org/10.1108/JCM-10-2019- 3474 Balasubramanian, Dr. P., Gopal, A. V., & Reefana, S.