Mukti, Yovi (2023) Pengaruh Selebgram Endorsment Terhadap Minat Beli Followers Akun Instagram Ria Ricis. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to see the effect of celebrity endorsements on the buying interest of Ria Ricis Instagram account followers. The use of Instagram in general has become a daily routine today. Meanwhile, companies know this behavior so they carry out sales promotions using Instagram, thus influencing the behavior of the followers themselves. Celebrity endorsement methods are increasingly being used by business owners to promote their products on social media and how it affects followers' buying interest. In this study using field research that immediately plunged into research locations. The data analysis model used in this study is descriptive analysis with a quantitative approach, namely studying the relationship of two or more variables and describing or explaining a problem whose results can be generalized. Based on the test results, it can be concluded that there is an influence from the endorsement program on the buying interest of Ria Ricis Instagram account followers.

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