Pengaruh Celebrity Endorsement Terhadap Purchase Intention Produk Fashion di Media Sosial Instagram

Savira, Agnes (2021) Pengaruh Celebrity Endorsement Terhadap Purchase Intention Produk Fashion di Media Sosial Instagram. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine the effect of the influence of Visibility, Credibility, Attraction, and Power a celebrity's Endorsement of Purchase Intention consumeron sellingproducts fashion onsocial media Instagram. The population in this study were the followers of Instagram Vanessa Angel, namely @vanessaangelofficial. The sample of this research is nonprobability sampling technique withapproach purposive sampling. The data has been collected as many as 100 respondents with the help of online questionnaires and analyzed using SPSS software. Data analysis techniques used in this study was to test the validity, reliability test, test the classical assumption of multikoloniearsitas test, heteroscedasticity test, multiple linear regression analysis, t test, F test, and the coefficient of determination (R2). The results of this study indicate that there is a positive and significant influence between the variables of Visibility, Credibility, and Power of a Celebrity Endorsement of Purchase Intention consumeron sales ofproducts fashion onsocial media Instagram, while thevariable Attraction has a negative and significant effect.

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