Pengaruh Sosial Media Dan Celebrity Endorser Terhadap Minat Beli Pada Bisnis Thrift Shop (Studi Thrift shop D_dalbow Kota Batu¬_secondbrand Kota Batu¬)

Abstract

Abstrack

 

This study aims to determine and analyze the influence of social media and celebrity endorsers on buying interest in Instagram online shop. The object of this research is the followers of D_dalbow Batu City with a total sample of 91 respondents who are interested in buying at D_dalbow Batu City. The sampling technique used is purposive sampling. Characteristics of respondents were taken from Followers D_dalbow Batu City who have an average age of 18-23 years with student/student status. Data collection techniques using a questionnaire. Analysis using multiple linear regression analysis on SPSS20. The results of this study indicate that the endorsement program affects buying interest, product quality affects buying interest. The effect of celebrity endorsement and product quality simultaneously affects buying interest in Instagram's online store.

 

Keywords: The effect of social media and celebrity endorser on buying interest