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All Journal JMAEKA: Jurnal Manajemen Ekonomi Akuntansi
Sharfina Fildzah
Universitas Bina Sarana Informatika
Humanities Economics, Econometrics & Finance

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Pengaruh Promosi Media Sosial dan Celebrity Endorsement terhadap Minat Kunjungan Generasi Z pada Photobooth Photoism Indonesia: The Influence of Social Media Promotion and Celebrity Endorsement on Generation Z's Interest in Photoism Indonesia Sharfina Fildzah; Ulta Rastryana; Rini Larasati Irawan
Jurnal Mnajemen | Ekonomi | Akuntansi Vol 2 No 4 (2026): September 2026 - November 2026
Publisher : CV Warnak Johanna Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63921/jmaeka.v2i4.556

Abstract

This study aims to analyze the effect of social media promotion (X1) and Celebrity Endorsement (X2) on the visit intention of Generation Z to Photoism Indonesia photobooth (Y), both partially and simultaneously. A quantitative method with purposive sampling was applied to 100 Generation Z respondents aged 17–29 who had been exposed to Photoism content on social media. Data were collected via Likert-scale questionnaires and analyzed using multiple linear regression with SPSS 27. The t-test results show that social media promotion has a significant partial effect (t=5.487; Sig.=0.000), as does Celebrity Endorsement (t=4.294; Sig.=0.000). The F-test indicates a significant simultaneous effect (F=36.526; Sig.=0.000). An R Square of 0.430 indicates both variables explain 43% of the variation in visit intention. Social media promotion contributes more dominantly (25.40%) than Celebrity Endorsement (17.61%). These findings enrich digital marketing research in the experience-based creative industry.
Co-Authors Rini Larasati Irawan Ulta Rastryana