Pengaruh Ragam Produk, Digital Marketing, Dan Celebrity Endorsement Terhadap Minat Beli Konsumen (Studi Kasus Pada Konsumen Arascarf di Kalangan Mahasiswi FEB UNISMA Angkatan 2017)

Abstract

Abstract

 

This research was purpose to determine the effect product variety, digital marketing, and celebrity endorsement on consumer buying interest. Arascarf is local brand fashion from Malang. This research is a type of explanatory research using a quantitative approach. Determination of the sample using the maholtra formula with the results of 70 respondents. The results of this study indicate that product variety, digital marketing, and celebrity endorsement have a simultaneous effect on consumer buying interest. Product variety has no effect on consumer buying interest. Digital marketing has an effect on consumer buying interest. Celebrity endorsement has an effect on consumer buying interest. Key words: product variety, digital marketing, celebrity endorsement, consumer buying interest.