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All Journal JURNAL MANAJEMEN International Journal Management and Economic (IJME)
Anita Swantari
Institut Pariwisata Trisakti
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE INFLUENCE OF INSTAGRAM CELEBRITY ENDORSEMENT ON PURCHASE INTEREST IN STUDENTS OF THE TRISAKTI TOURISM INSTITUTE Anita Swantari; Haryo Wicaksono; Pramudito Pramudito
JPIM (Jurnal Penelitian Ilmu Manajemen) Vol 8 No 2 (2023): JPIM (JURNAL PENELITIAN ILMU MANAJEMEN)
Publisher : Universitas Islam Lamongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30736/jpim.v8i2.1597

Abstract

This study aims to determine the effect of celebrity endorsements on Instagram on the buying interest of Trisakti Tourism Institute students. This research is a qualitative research that is quantified through a simple regression method. The population in this study were all Trisakti STP students, while the sample consisted of 100 respondents. The sampling technique used is accidental sampling. Data collection techniques by distributing questionnaires with a Likert scale. The results showed that celebrity endorsements on Instagram had a significant effect on the buying interest of Trisakti Tourism Institute students. Instagram celebrity endorsements significantly affect purchase intention among Trisakti Tourism Institute students because of their positive perceptions of Instagram celebrities as endorsers, their reputation and popularity, and the ease with which celebrities promote products or services on social media.
CONSUMER BEHAVIOR OF GENERATION Z STUDENTS: THE INFLUENCE OF USING LAZADA E-COMMERCE, PROMOTIONS AND SOCIAL MEDIA (CASE STUDY OF TRISAKTI INSTITUTE OF TOURISM STUDENTS) Anita Swantari; Michael Khrisna Aditya; Purwanti Dyah Pramanik
International Journal Management and Economic Vol. 4 No. 1 (2025): January: International Journal Management and Economic
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/ijme.v4i1.1777

Abstract

The rapid development of e-commerce, especially among Generation Z, has changed consumption patterns, especially online shopping. Lazada, one of Southeast Asia's largest e-commerce platforms, is the leading choice for students, especially at the Trisakti Institute of Tourism. This research aims to analyze the influence of using Lazada, promotions and social media on the consumer behaviour of Generation Z students. The method used is quantitative descriptive research with surveys as a data collection technique by distributing questionnaires to 150 students who actively use Lazada. The research results show that using Lazada E-Commerce, promotions, and social media significantly contributes to students' consumptive behaviour. In conclusion, ease of access, attractive promotions, and social media influence encourage students to shop more frequently, potentially leading to overspending. It is recommended that students be wiser in managing expenses. Lazada provides education about financial management, and lecturers can increase awareness about the impact of consumer behaviour on students' economic well-being.
Co-Authors Haryo Wicaksono Michael Khrisna Aditya Pramudito Pramudito Purwanti Dyah Pramanik