PENGARUH KARAKTERISTIK SELEBRITI ENDORSER @ANAKJAJAN TERHADAP MINAT BELI PENGIKUT DI INSTAGRAM

Cynthia Joewono(1*), Marchelin Marchelin(2), Regina Jokom(3),


(1) 
(2) 
(3) 
(*) Corresponding Author

Abstract


Abstrak
Penelitian ini dilakukan untuk mengetahui pengaruh karakteristik selebriti endorser
terhadap minat beli pengikut instagram. Penelitian ini melibatkan 150 responden yang
merupakan pengikut dari selebriti endorser @anakjajan. Teknik analisa yang penulis
terapkan adalah regresi linear berganda. Hasil dari penelitian ini menunjukkan bahwa
karakteristik selebriti endorser visibility dan attractiveness memiliki pengaruh yang positif
terhadap minat beli tetapi tidak secara signifikan. Dan karakteristik selebriti endorser
credibility dan power memiliki pengaruh yang positif dan signifikan terhadap minat beli.
Kata kunci : Selebriti Endorser, Media Sosial, Minat Beli, Instagram
Abstract
This research is to find out influence of celebrity endorsers characteristic on the purchase
intention on the followers of @anakjajan. This study involved 150 followers of celebrity
endorsers @anakjajan. Analyze technique that we use is multiple regression analysis. The
results of this study show that characteristics visibility and attractiveness have a positive
influence on purchase intention but not significantly. And characteristics of credibility and
power have a positive and significant influence on purchase intention.
Keywords : Celebrity endorser, Social Media, Purchase Intention, Instagram


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