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Journal : JURNAL MANAJEMEN BISNIS

Celebrity Endorsements on Social Media and Interest in Purchasing Mobile Phones: A Consumer Analysis Pratiwi Ar, Dhita; Verawaty, Verawaty; Husni, M. Fahrul; Wahab, Abdul; Madrianah, Madrianah
Jurnal Manajemen Bisnis Vol. 13 No. 1 (2026): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/5j096y08

Abstract

This study aimed to analyze the influence of celebrity endorsements, specifically the dimensions of trustworthiness, expertise, and attractiveness, on consumers' purchase interest at Gallery Phone Makassar. A quantitative research design was employed, using a survey to gather primary data from the consumer population. The data were analyzed using Partial Least Squares Structural Equation Modeling to evaluate the structural relationships among the variables and test the research hypotheses. The results revealed that trustworthiness, expertise, and attractiveness each had a significant positive effect on purchase interest. Among these dimensions, attractiveness and expertise emerged as the most dominant factors in attracting attention and influencing consumer perceptions toward mobile technology products. These findings suggest that consumers are highly influenced by a celebrity's visual appeal and perceived technical competence when forming interest in purchasing a smartphone. This study provides practical insights for marketers to optimize their digital marketing strategies by selecting influencers who strike a strong balance between aesthetic appeal and professional credibility, thereby effectively driving purchase interest.
Co-Authors A. We Tenri Fatimah Singkeruang Abas, Sofyan Abdul Wahab Abin Suarsa Abjan, Wirawati Ade Kemala Jaya Ade Kemala Jaya Ade Kemala Jaya, Ade Kemala Adithya Puspita Sari Agustin, Utria Leoni Akbar, Hidayani Akmal Abdullah Alsri, Adelita Putri Ambarita, Desi Ratnasari Anantadjaya, Samuel PD Anggraeni, Neng Hany Anshar, Muh. Ashary Aschel, Permata AYU LESTARI Azis, Murwinda Baharuddin, Megawaty Ceskakusumadewi Bayu Hardiono Benedicta Djarwati Muljani Ceskakusumadewi Ceskakusumadewi, Ceskakusumadewi Citra Indah Merina Dabur, Feliks Daniati Hi Arsyad Dhita Adriani Rangkuti Dhita Pratiwi AR Diawati, Prety Eko Ariawan Elisati, Elisati Elvi Zai, Fransiska Enjelita, Santa Erlin Dolphina Fidyah, Feny Francka Sakti Lee Frisca, Sanny Gafar, Masrin Geasela, Yemima Monica Guarto, Muji H.M, Rahmayati Hamdat, Aminuddin Hendrawan, Henky Hendy Tannady Ibrahim, Ukas Intan Puspanita Irawan, Haris Irdawati Irdawati Irene Puspa Dewi, Irene Puspa Irra Kurniawati Irra Kurniawati, Irra Irwan, Devi Damayanti Izzati, Izzati Johanes Fernandes Andry Karina Karina Karo, Mestiana Br. Kausar, Al KEZIA, KEZIA Klemens Mere Kota, Fanny Millenia Laksmitawati, Diah Ratih Lasri, Nopa M. Fahrul Husni Makmur, Syarif Manoppo, Fiska Andini Manurung, Tumpal Margareta Margareta, Margareta Maria, Anna Marlindawati Marlindawati Mattarima Mattarima Megawati Megawati Megawati Megawati Meidiawati, Christine Miftahorrozi, Miftahorrozi Mohammad Sawir Muchsiddin, Murdin Muchsidin, Feronica Fungky Muchsidin, Murdin Muh. Ashary Anshar Muhammad Ibrahim Fikri MUHAMMAD RIZAL Muhammad Salindra Mujahid Mujahid, Mujahid Muji Guarto Muji Gunarto Mulwaningsari, Etty Musdalifah Musdalifah Nawangwulan, Irma M Nespy, Reza Ningsih, Suryana Nisa, Wa Ode Khairun Noviardy, Andrian Novitarum, Lilis Nuraeni Saeni Nur’aini, Andi Nurdiani, Tanti Widia Nurhidayah Nurhidayah Nursifa, Nursifa Nuryana, Arief Orde, Ilham Maslan Patanda, Alberthin Pawennei, Mulyati Perbawa, Prayudha Tegar Puspa Dewi, Irene Puspita Sari Raharti, Rini Rahmawati, Sistya Ramdani, M. Ihsan Razak, Askari Restu Pratiwi Richa Rahmawati Rita Zulbetti Rosnaini Daga Ruby Thohary Salam, Karta Negara Salim, Reny Santi Agustianti Sari, Ade Risna Selonni, Fita Septiani Fransisca Setri Ayu Lastari Sinabutar, Pola Paulina Siti Salwa Siti Soleha Srimiyati Sugeng Santoso Sugihyanto, Toto Sugiyanto - Suharto, Imam Supiani Supiani, Supiani Suzanna, Siti Talawa, Musdalifa Terzaghi, Muhammad Titan Thohary, Ruby Tita Mendala, Tita Tuty Taslim Widyanti, Yeni Yolanda Widiati Yolantri, Afriza Yuliastuti, Hilda