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All Journal JURNAL ILMIAH MANAJEMEN BISNIS DAN TERAPAN
Syarifah Fatimah Dina Najib H.A
universities sriwijaya
Economics, Econometrics & Finance

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PENGARUH TRUSTWORTHINESS, EXPERTISE DAN ATTRACTIVENESS CELEBRITY ENDORSER DI INSTAGRAM TERHADAP PURCHASE INTENTION PRODUK HIJAB (Studi Kasus pada Akun Instagram @gitasav) Syarifah Fatimah Dina Najib H.A; Islahuddin Daud; Aslamia Rosa
JEMBATAN Vol 16, No 1 (2019)
Publisher : Jurusan Manajemen Fakultas Ekonomi Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (287.301 KB) | DOI: 10.29259/jmbt.v16i1.9250

Abstract

This study was aimed to examine the effects of trustworthiness, expertise, and attractiveness of celebrity endorser on Instagram to purchase intention of hijab products. The sampling technique was done by purposive sampling method. The population in this study was followers of the @gitasav Instagram account. Data was collected through distributing questionnaires to 100 respondents. The analysis technique used in this study is multiple linear regression analysis. The results showed that simultaneously the variables of trustworthiness, expertise, and attractiveness had a significant effect on purchase intention. However, partially the purchase intention variable is only influenced by the trustworthiness variable which is equal to 3,878. In this study a regression model was obtained, which is Y = 10,021 + 0,655X1 + 0,038X2 - 0,122X3. 
Co-Authors Aslamia Rosa Islahuddin Daud, Islahuddin