Pengaruh Penggunaan Iklan dan Celebrity Endorser di Instagram terhadap Minat Beli Followers (Studi Kasus pada Followers Aktif Akun Instagram @merche.id)

Authors

  • Endah Fantini Institut STIAMI, Jakarta
  • Rifan Ardianto Kementrian Perdagangan Republik Indonesia, Jakarta

DOI:

https://doi.org/10.59408/netnografi.v2i1.17

Keywords:

Use of Advertising, Celebrity Endorser, Buying Interest

Abstract

The purpose of this study was to analyze and find out the effect of the use of advertising and celebrity endorsers on Instagram on the buying interest of followers of the @merche.id Instagram account. The data was collected by distributing questionnaires to 100 respondents who were active followers of the @merche.id Instagram account. The sampling was carried out using the Slovin formula. The analytical tools used were simple linear regression, multiple linear regression, and classical assumption tests, carried out as requirements that must be met in performing linear regression analysis (simple and multiple). The hypothesis testing was carried out simultaneously using the F test and partially using the T-test. The results showed that there was a significant effect of the use of advertisements and celebrity endorsers on followers' buying interest, which was 84.9% and the rest was influenced by variables that were not investigated further.

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Published

31-07-2023

How to Cite

Endah Fantini, & Rifan Ardianto. (2023). Pengaruh Penggunaan Iklan dan Celebrity Endorser di Instagram terhadap Minat Beli Followers (Studi Kasus pada Followers Aktif Akun Instagram @merche.id). Jurnal Netnografi Komunikasi, 2(1), 36–41. https://doi.org/10.59408/netnografi.v2i1.17