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Journal : JURNAL ADMINISTRASI BISNIS

Pengaruh Celebrity Endorser dan Iklan Media Sosial Instagram Terhadap Keputusan Pembelian: (Studi Pada Pengguna Scarlet Whitening di Kota Samarinda) Karmila; Sanjaya, Arwin
JURNAL ADMINISTRASI BISNIS (JAB) Vol. 13 No. 2 (2023)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/jab.13.2.116-120

Abstract

The purpose of this research is to find out and analyze the effect of celebrity endorsers and Instagram social media ads on purchasing decisions for scarlet whitening products. The method used for this study was a quantitative method with 100 respondents in the city of Samarinda who used scarlet whitening products. The data was collected via a questionnaire. The data was then analyzed using validity and reliability testing techniques, classical assumption test, multiple linear regression, t-test, and f-test. The results of the study show that celebrity endorsers and Instagram social media advertisements have a significant effect on purchasing decisions on scarlet whitening products. Simultaneously, the variable celebrity endorser and Instagram social media advertising also significantly influence the purchasing decision of Scarlett Whitening products.
Co-Authors A. Asdar Abdul Hamid Adrean, Heppy Maulizar Afro , Maulina Nafsiatil Agus Ariadi Aini, Echa Alfira , Zahra Amanda, Asty Andardinata, Ady Andi Asrina Andi Hallang Lewa Andi Jumardi Andi Muhammad Iqbal Akbar Asfar Andi Muhammad Irfan Taufan Asfar Andi Mustika Amin Andi Srimularahmah Andi Sukainah Andi, Andi_Ermita_Sari Andria, Andria Andriana Andriyani, Bunga Putri Anwar Ramli Arief Budiman Aries Setiawan Arifudin Arwin Sanjaya Asfar, A.M.Irfan Taufan Asfar, Andi Muhamad Iqbal Akbar Aslan Abidin, Aslan Astika Sari Baharuddin Basri, Surya Kelana Boby Surya Putra Boby Yasman Purnama Cerriansyah Ramadhan Darmiyati, Iin Dedi Joko Purnomo Dewi, Sasmita Dhian Ririn Lestari, Dhian Ririn Dian Andika , Arditya Dian Prawitasari Dina Selvia Ningsih Elma Eltimeyansi Chrisye Randanan evy noorhasanah, evy Faisal Faisal Farihah Muhsanah Fariza Yulianti Saputri, Aulia Fauzah, Nuril Fifti, Dinda Aura Hallang Lewa, Andi Harlita Harpiana Rahman Hasjad Henny Anastasya Meilani Herawati Herawati I Nyoman Triana Suskendar I Nyoman Triana Suskendari Ian Sagita Ichwan Setiarso Ika Kania Fatdo Wardani Ipan Sampe IRA TASKIRAWATI Jabaruddin Jaka Prasetya jamil, Siti hanifah Nurasiah Jannah, Nadiatul Jannah, Raodahtul Jaya Satria Lahadi Joko Wiyono Juliana, Darma Julita karmila karmila Khatami, Husain Muhammad Komang Juntika Kusumaningrum, Lely Lely Kusumaningrum Leni Marlina Linda Suryani Mariani Maryani, Eny Masriani . Massara, Asma Mathuridy, Roly Marwan Moch. Sjamsul Hidajat Muhamad Iqbal Akbar Asfar, Andi Muhammad Abdillah Rahmat, Muhammad Abdillah Muhammad Alief Fahdal Imran Oemar Muhammad Irfan Taufan Asfar, Andi Mukhlis Bakri Musdawati Musran, Mutmainna Mustafa Naimah Nita Novitasari, Ervi Nur, Abustan Nurannisa, Andi Nurman Nurmawilis, Nova Nursapriana Prastiyanto, Wahyu Prawitasari, Dian Purwati, Diana Puteri, Violita Dianatha Putra Karta Rajasa Putra, Masaradi Putra, Rifki Mahesa Putri Cahyani, Yolanda Putri, Aliyah Putri, Dava Delistiana Putri, Yuriska Rahma Daniati Rahman Rahmat Hidayat Rahmawati Rahmi, Afdinda Ramadhan, Syarifurrizal Rianti, Marlia Ririn Anggraini Rukmana, Lisma Hardianti Rumi Tri Hastani SABRI GUNTUR Saepul Anwar Safitri, Mira Sakti, Dwi Putra Buana Salim Sari, Sartika Ratna Sayidiman Setiawan, Aries Sianturi, Rismalia Br siti nurkhasanah Siti Zakiah Zulva Sjamsul Hidajat, Moch Sofwandi Noor SOFYAN RAUF Subhiani, Azzahra Zettira Sudarijati Sumirah Suwandi, Memen Syaiful Arfin Syaiful Arpin Syarkawi, Syarkawi Taslim H.M. Yasin Tjandra Rahardja, Conny Wahdania Winarti Winasari, Aliya Wulan Sari Wulandari, Fani Yasin, Ilyas Yuliana Sari Yuyun Bewelli Fahmi Zaifuddin Zainal Ruma Zulhajji