Pengaruh Faktor- Faktor Di Dalam Celebrity Endorser Raffi Ahmad Terhadap Minat Pembelian Produk Madu Enak

., Gilbert (2022) Pengaruh Faktor- Faktor Di Dalam Celebrity Endorser Raffi Ahmad Terhadap Minat Pembelian Produk Madu Enak. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to determine whether Celebrity Endorser which consists of Physical Appearance, Trust Worthiness, Expertise, and Congruity has an influence on buying interest in delicious honey. The population in this study were Raffi Ahmad's Instagram followers, while the sample in this study were all active Raffi Ahmad followers (following or commenting on Raffi Ahmad's Instagram posts in the last 3 months) as many as 125 respondents. This study uses multiple regression analysis techniques to determine the effect of Physical Appearance, Trust Worthiness, Expertise, and Congruity on the interest in buying Madu Enak. The results of this study indicate that the variabels Physical Appearance, Trust Worthiness, Expertise, and Congruity in Raffi Ahmad have a positive and significant influence on the interest in buying Madu Enak. Keywords: Celebrity Endorser, Physical Appearance, Trust Worthiness, Expertise, Congruity, buying interest

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