Alhadharah: Jurnal Ilmu Dakwah
Vol 19, No 2 (2020)

The Influence of Hijab Celebrity Instagram as an Endorsement on Purchase Intention

Devi Noviyanti (UIN Antasari Banjarmasin)
Restu Khaliq (UIN Antasari Banjarmasin)

Article Info

Publish Date
11 Jan 2021

Abstract

Celebrity endorsers influence celebrity endorsers who wear the hijab on a person's purchase intentions. A total of 91 respondents were taken in this study, all of whom had seen celebrity endorsers wearing hijabs advertising products/services on Instagram social media. SmartPLS software version 2.0.M3 was using, and research shows a significant influence of trustworthiness, attractiveness, and expertise on one's purchasing intentions. The T-statistic value of all dimensions of the celebrity endorser variable towards purchase intentions is more significant than 1.96, by 3.213, 3.121, and 2.832, respectively.Keywords: celebrity endorsers, hijab, purchase intentions.

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Journal Info
Alhadharah: Jurnal Ilmu Dakwah
Website

Abbrev

alhadharah

Publisher

Universitas Islam Negeri Antasari Banjarmasin

Subject

Religion Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

Description

Alhadharah: Jurnal Ilmu Dakwah promotes normative and empirical inquiry into dakwah and communication. The journal publishes articles in communication and broadcasting Islam, dakwah and media, Islamic counseling, dakwah management, and philosophy of dakwah, as well as articles that approach the role ...