Pengaruh Selebgram Endorsement Dan Kualitas Produk Terhadap Minat Beli Di Online Shop Pada Masa Pandemi (Studi kasus pada Infusionmalang_Catalouge)

Abstract

Abstrack

 

This study aims to determine and analyze the effect of celebrity endorsements and product quality on buying interest on Instagram online shop.  The object of this research is the followers of Infusionmalang_catalogue  with a total sample of 99 respondents who have an interest in buying at Infusionmalang_catalogue . The sampling technique used was purposive sampling.  Characteristics of respondents were taken from Followers Infusionmalang_catalogue  who have an average age of 18-30 years with the status of workers and students. Data collection techniques using a questionnaire.  Analysis using multiple linear regression analysis on SPSS20.  The results of this study indicate that the endorsement program has an effect on buying interest, product quality has an effect on buying interest.  The influence of celebrity endorsements and product quality simultaneously influence buying interest in the Instagram online shop.

 

Keywords: The effect of celebrity endorsement and product quality on buying interest