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All Journal Jurnal Ilmiah Wahana Pendidikan
Muhamad Ari Maulana
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Pengaruh Promosi Instagram dan Celebrity Endorsement Terhadap Keputusan Pembelian Geprek Bensu di Karawang Muhamad Ari Maulana; Dede Jajang Suyaman
Jurnal Ilmiah Wahana Pendidikan Vol 8 No 14 (2022): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (122.311 KB) | DOI: 10.5281/zenodo.6991537

Abstract

This study aims to examine and analyze the effect of the Promotion of Instagram and Celebrity Endorsement on Purchasing Decisions. This study uses quantitative methods with descriptive and verification approaches. It found a sample of 100 people and a population of 1,730 using the Slovin formulas. The sampling technique used is purposive sampling. This study uses multiple regression analysis. The results of this study indicate partially Instagram promotion has a partial significant influence on Purchasing Decisions. Celebrity Endorsement does not have a partial significant effect on Purchasing Decisions. Simultaneously, the Promotion of Instagram and Celebrity Endorsement has a simultaneous influence on Purchasing Decisions by 60.1%.
Co-Authors Dede Jajang Suyaman