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All Journal Jurnal Administrasi Bisnis
Muhammad Rivai
Universitas Negeri Makassar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence of Celebrity Endorsements and Brand Image on TikTok Users' Purchase Intentions (Case Study of State Administration Science Study Program Students, Makassar State University) Andi Asmarani Syaputri; Muhammad Rivai; Muhammad Luthfi Siraj
Jurnal Administrasi Bisnis VOL 5, NO 2 (2026) May
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jab.v5i2.83913

Abstract

Objective from study This is For evaluate in a way comprehensive And objective How environment selective And causal influence intention purchase user TikTok . Study This use method analysis descriptive quantitative . For reach objective the researcher use method data collection in the form of questionnaires , observations , and documentation , with amount sample nine tens two respondents . Analysis done with using SPSS Statistics Version 23 which includes test validity And reliability , test assumptions classic , analysis multiple linear regression , t test , f test , and coefficient determination . Findings show that indicator For each support variable celebrity (X1), image brand (X2), and intention buy (Y) is in range Good until very Good . This matter show that Good image brand (X2) or support celebrity (X1) is influential significant to variable intention buy (Y).
Co-Authors Andi Asmarani Syaputri Muhammad Luthfi Siraj