Article Per Year (5 Year)
p-Index From 2020 - 2025
0
P-Index
This Author published in this journals
All Journal Jurnal Hospitality dan Manajemen Jasa
Cynthia Joewono
Unknown Affiliation
Decision Sciences, Operations Research & Management Health Professions

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH KARAKTERISTIK SELEBRITI ENDORSER @ANAKJAJAN TERHADAP MINAT BELI PENGIKUT DI INSTAGRAM Cynthia Joewono; Marchelin Marchelin; Regina Jokom
Jurnal Hospitality dan Manajemen Jasa Vol 7, No 2 (2019): Jurnal Hospitality dan Manajemen Jasa
Publisher : Jurnal Hospitality dan Manajemen Jasa

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

AbstrakPenelitian ini dilakukan untuk mengetahui pengaruh karakteristik selebriti endorserterhadap minat beli pengikut instagram. Penelitian ini melibatkan 150 responden yangmerupakan pengikut dari selebriti endorser @anakjajan. Teknik analisa yang penulisterapkan adalah regresi linear berganda. Hasil dari penelitian ini menunjukkan bahwakarakteristik selebriti endorser visibility dan attractiveness memiliki pengaruh yang positifterhadap minat beli tetapi tidak secara signifikan. Dan karakteristik selebriti endorsercredibility dan power memiliki pengaruh yang positif dan signifikan terhadap minat beli.Kata kunci : Selebriti Endorser, Media Sosial, Minat Beli, InstagramAbstractThis research is to find out influence of celebrity endorsers characteristic on the purchaseintention on the followers of @anakjajan. This study involved 150 followers of celebrityendorsers @anakjajan. Analyze technique that we use is multiple regression analysis. Theresults of this study show that characteristics visibility and attractiveness have a positiveinfluence on purchase intention but not significantly. And characteristics of credibility andpower have a positive and significant influence on purchase intention.Keywords : Celebrity endorser, Social Media, Purchase Intention, Instagram
Co-Authors Marchelin Marchelin Regina Jokom