The Influence of Celebrity Endorsements and Brand Image on TikTok Users' Purchase Intentions (Case Study of State Administration Science Study Program Students, Makassar State University)

Andi Asmarani Syaputri (Universitas Negeri Makassar)
Muhammad Rivai (Universitas Negeri Makassar)
Muhammad Luthfi Siraj (Universitas Negeri Makassar)

Jurnal Administrasi Bisnis
VOL 5, NO 2 (2026) May

Objective from study This is For evaluate in a way comprehensive And objective How environment selective And causal influence intention purchase user TikTok . Study This use method analysis descriptive quantitative . For reach objective the researcher use method data collection in the form of questionnaires , observations , and documentation , with amount sample nine tens two respondents . Analysis done with using SPSS Statistics Version 23 which includes test validity And reliability , test assumptions classic , analysis multiple linear regression , t test , f test , and coefficient determination . Findings show that indicator For each support variable celebrity (X1), image brand (X2), and intention buy (Y) is in range Good until very Good . This matter show that Good image brand (X2) or support celebrity (X1) is influential significant to variable intention buy (Y).