Pengaruh Celebrity Endorsement terhadap Keputusan Membeli pada Pengguna Media Sosial Youtube

Aninditha Azzahra(1*), Muhammad Jufri(2), Asmulyani Asri(3),

(1) Universitas Negeri Makassar
(2) Universitas Negeri Makassar
(3) Universitas Negeri Makassar
(*) Corresponding Author




DOI: https://doi.org/10.26858/jtm.v2i1.36015

Abstract


In making purchasing decisions, consumers are influenced by the involvement of celebrity figures in the products that consumers will buy. This study aims to determine the effect of celebrity endorsement on purchasing decisions on YouTube social media users. The method used in this study is a quantitative method with a total of 124 subjects who have purchased a product after watching product reviews on YouTube. The data analysis technique used in this research is simple regression analysis. The results showed that there was an effect of celebrity endorsement on purchasing decisions with a significance value of p = 0.00, r = 0.682 and rsquare = 0.465. This means that there is a significant influence between. celebrity endorsement on buying decisions on YouTube social media users. The results of this study are expected to assist consumers in finding alternative information before deciding to buy a product.


Keywords


Celebrity Endorsement, Conssumers, Purchasing decisions

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References


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