PENGARUH MEDIA SOSIAL INSTAGRAM DAN CELEBRITY ENDORSER NAGITA SLAVINA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE MS GLOW DI KALANGAN FLIGHT ATTENDANT LION AIR GROUP - Gregorius Edwin Yonathan; Anis Annisa Itsnaini; Innocentius Bernarto (Faculty of Economics and Business Universitas Pelita Harapan, 2022)
The results and objectives of this research is to find out the influence of social media instagram and celebrity endorser on the customer’s decision to purchase MS Glow products among Lion Air Group Flight Attendants.Type of research used is quantitative through associative approach: Sampling technique that is nonprobability sampling by using 100 respondents, namely Flight Attendant Lion Air Group. Data collection techniques use questionnaires on Google Form with a likert scale of 1-5 with a total of 30 statement items. After the data is collected then perform data analysis techniques using multiple linear regression through the help of SPSS software version 26.0. The outcome of this study showed that the social media variable Instagram (X1) has a positive and significant influence on purchasing decisions. Celebrity Endorser (X2) has a positive and significant influence on the Purchase Decision and social media Instagram and Celebrity Endorser has advantages on purchase decisions Skincare Products MS Glow among Flight Attendant Lion Air Group.BAHASA INDONESIA ABSTRACTHasil dan tujuan penelitian ini untuk mengetahui pengaruh para celebrity endorser di media sosial instagram terhadap keputusan customer membeli produk MS Glow di kalangan Flight Attendant Lion Air Group. Jenis penelitian yang digunakan adalah kuantitatif melalui ipendekatan asosiatif: Teknik pengambilan sampel yakni non-probability sampling dengan menggunakan 100 responden yaitu Flight Attendant Lion Air Group. Teknik pengumpulan data memakai kuesioner di Google Form dengan skala likert 1-5 dengan 30 item pernyataan. Setelah data terkumpul, kemudian melakukan teknik analisis data memakai regresi linier berganda melalui bantuan software SPSS versi 26.0. Hasil dari penelitian ini menunjukkan variabel Media Sosial Instagram (X1) memberi pengaruh positif dan signifikan terhadap Keputusan customer untuk membeli produk kecantikan MS Glow. Celebrity Endorser (X2) juga mempunyai pengaruh positif dan signifikan terhadap Keputusan pembelian dan hubungan antara Media Sosial Instagram dan Celebrity Endorser dengan keterikatan saling menguntungkan terhadap Keputusan Pembelian Produk Skincare MS Glow di kalangan Flight Attendant Lion Air Group.