Pengaruh Media Sosial Instagram, Celebrity Endorsement Terhadap Minat Beli Produk Skincare Ms.glow (Studi Kasus Mahasiswa Management UIR Angkatan 2018)

Mayasari, Novina (2022) Pengaruh Media Sosial Instagram, Celebrity Endorsement Terhadap Minat Beli Produk Skincare Ms.glow (Studi Kasus Mahasiswa Management UIR Angkatan 2018). Other thesis, Universitas Islam Riau.

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Abstract

This research to find out of knowing the influence of social media Instagram, celebrity endorsements on the interest in buying skincare products, Ms. Glow, UIR Management Students Batch 2018. The method used in this study is the Quantitative method. The population in this study were management students of class 2018. The sample in this study was 96 respondents with sampling taken from the 1997 Lemeshow. Data processing in this study used SPSS Version 23. For the data analysis process using multiple regression. The results showed that social media Instagram positive and significant effect on buying interest Ms. Glow. celebrity endorsement has a positive and significant effect on buying interest in Ms.Glow's skincare products. And simultaneously the Instagram social media variable, celebrity endorsement has a positive and significant effect on buying interest in Ms.Glow's skincare products.

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