Pengaruh Celebrity Endorsement Di Media Sosial Instagram Terhadap Keputusan Pembelian Di Kalangan Mahasiswa Universitas Islam Riau

Suci Damayanti, Tri (2022) Pengaruh Celebrity Endorsement Di Media Sosial Instagram Terhadap Keputusan Pembelian Di Kalangan Mahasiswa Universitas Islam Riau. Other thesis, Universitas Islam Riau.

Text 189110068.pdf - Submitted Version Restricted to Repository staff only Download (1MB) | Request a copy

Abstract

The purpose of this study is to see how much influence celebrity endorsement on Instagram social media has on purchasing decisions among students at the Islamic University of Riau. Celebrity endorsement is a supporter of advertising in promoting a product properly. Celebrity endorsements can also influence consumers to take action, namely purchasing decisions. This research uses AISAS theory. This theory can be thought of as a process of searching and sharing information through the internet. In this study, the method used was quantitative with a sample of 394 people using the proportionate stratified random sampling technique. By using a questionnaire as an instrument which is then processed using the SPSS 22 program. The instrument validity test is carried out using the Correlation Product Moment and then the Reliability Test with Cronbach's Alpha, to be analyzed using the Simple Linear Regression Test. The results showed that the influence of celebrity endorsement on Instagram social media on purchasing decisions among students at the Islamic University of Riau has a significant influence. With the results of the Coefficient of Determination analysis the value of R Square (R2) is 51.4% and the remaining 48.6% is influenced by other factors not included in this study.

Actions (login required)

View Item