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Hapsari, Elvira Dwi
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Agriculture, Biological Sciences & Forestry Computer Science & IT Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science

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Influence of Celebrity Endorsement on Purchase Decision-making Hapsari, Elvira Dwi
Journal of Multidisciplinary Issues Vol 2 No 1 (2022): Journal of Multidisciplinary Issues
Publisher : APPS Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (742.979 KB) | DOI: 10.53748/jmis.v1i1.25

Abstract

ABSTRACT   Objective – This study aims to determine the effect of trustworthiness, attractiveness, and expertise possessed by celebrity endorsers on consumer purchase decision-making and to determine the effect of trustworthiness, attractiveness, and expertise that celebrity endorsers have on the buying interest of Instagram social media users partially. Methodology – The stratified random sample approach was used to determine respondents’ responses to each variable in this study. Data was obtained through a questionnaire method for 50 respondents who frequently watch celebrities endorsing products or services. The data is then analyzed using quantitative analysis, which includes validity and reliability, as well as the F and T tests to prove the hypothesis. Multiple linear regression analysis is the data analysis technique used to see the effect. Findings – Celebrity attractiveness influences purchase decision-making; however, trustworthiness and expertise do not. Novelty – This is one of the first studies to examine the relationships between attractiveness, trustworthiness and expertise and purchase decision-making. Keywords: celebrity endorsement, attractiveness, trustworthiness, expertise, decision-making
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