Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Pada Media Sosial Instagram Mayoutfit Online Shop

Nindy Odyani, Marheni Eka Saputri

Abstract

Abstrak Penelitian ini dilakukan untuk mengetahui pengaruh celebrity endorser terhadap keputusan pembelian pada produk online shop Mayoutfit di media sosial Instagram. Pengumpulan data dilakukan melalui penyebaran kuesioner. Analisis data pada penelitian ini yaitu analisis kuantitatif. Pengambilan sampel menggunakan teknik accidental sampling. Sampel yang diperoleh sebanyak 100 responden. Alat analisis pada penelitian ini menggunakan bantuan SPSS versi 22. Metode analisis yang digunakan yaitu uji Analisis Regresi Linier Berganda. Hasil penelitian menunjukan bahwa variabel celebrity endorser (X) dan keputusan pembelian (Y) berada pada kategori baik. Hasil analisis regresi linier berganda maka dapat disimpulkan bahwa Ha diterima, artinya adanya pengaruh celebrity endorser (x) terhadap keputusan pembelian (Y) pada produk online shop Mayoutfit. Berdasarkan hasil uji analisis koefisien determinasi diperoleh R square sebesar 0,767. Hal ini menunjukkan bahwa pengaruh variabel celebrity endorser terhadap variabel keputusan pembelian sebesar 76,7%. Sedangkan sisanya 23,3% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini . Kata Kunci: Celebrity Endorser, Keputusan Pembelian Abstract This study was conducted to know the effect of celebrity endorser on purchasing decisions on Mayoutfit’s online shop products on Instagram social media. The purpose of this study was to know the effect of celebrity endorser on purchasing decisions on Instagram social media (Stud of Mayoutfit Online Shop Bandung). Data collection is done through questionnaires. Data analysis in this study is quantitative analysis. Sampling uses accidental sampling technique. The sample obtained was 100 respondents. The analysis tool in this study used SPSS version 22. The analytical method used was the Multiple Linear Regression Analysis test. The results showed that the variable celebrity endorser (X) and purchasing decision (Y) were in the good category. The results of multiple linear regression analysis can be concluded that Ha is accepted, meaning that there is an influence of celebrity endorser (x) on purchasing decisions (Y) on Mayoutfit's online shop products. Based on the test results of the analysis of the coefficient of determination obtained R square of 0.767. This shows that the influence of the variable celebrity endorser on the purchase decision variable is 76.7%. While the remaining 23.3% is influenced by other variables not examined in this study such. Keywords: Celebrity Endorser, Purchasing Decision

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