Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Okta Gabriel Mamahit
Sam Ratulangi University
Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
The Influence of Celebrity Endorsers on Purchase Intention of Instagram Social Media Users Okta Gabriel Mamahit; David P. E. Saerang; Shinta J. C. Wangke
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 10 No. 4 (2022): JE. VOL 10 NO 4 (2022)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (309.007 KB) | DOI: 10.35794/emba.v10i4.43666

Abstract

This study aims to determine the effect of attractiveness,  trustworthiness, and  expertise possessed by celebrity endorsers on the purchase intention of Instagram social media users partially and simultaneously, data were collected through a questionnaire method with a population of 400 and by using the slovin formula, 80 samples were obtained. Based on the results of the analysis found that the three Attractiveness, trustworthiness, and expertise factors have a positive and significant influence on the purchase intention of Instagram social media users.
Co-Authors David P. E. Saerang Shinta J. C. Wangke