Jurnal Indy Fix
Jurnal Indy Fix
Jurnal Indy Fix
Abstract
This study aims to determine the effect of Princess Syahrini 'as a celebrity
endorser which consists of several sub-variables, among others, are Power,
Credibility, Attractiveness, Visibility on consumer purchasing decisions for Ertos
Beauty Care products. This research is a quantitative research. The population in this
study were all of Princess Syahrini's Instagram followers and the sample of this study
was 100 people. The method of collecting data using a questionnaire. The hypothesis
test used in this study is the F test, T test and R2 (coefficient of determination). The
results showed that there was a positive and significant influence between the
credibility variable on purchasing decisions, as evidenced by the t value of 2.478 with
a significance value of 0.015 less than 0.057 and the regression coefficient value
having a positive value of 0.271. There is a positive and significant influence between
the power variable on purchasing decisions as evidenced by the t value of 11.311 with
a significance value of 0.00 less than 0.05 and the regression coefficient value having
a positive value of 0.958. There is a positive and significant influence between the
Attractiveness variable (attractiveness) on purchasing decisions as evidenced by the t
value of 3.564 with a significance value of 0.001 and the regression coefficient value
having a positive value of 0.431. There is a positive and significant influence between
the Visibility variable on purchasing decisions as evidenced by the t value of 3.114
with a significance value of 0.002 <0.05 and the regression coefficient value having a
positive value of 0.154. The Adjusted R square value of 0.943 indicates that the
ability of the independent variable to explain the variation in the dependent variable is
94.3% and the remaining 6.7% is explained by other variables not included in this
research model.
menjelaskan Instagram adalah sebuah yaitu pendukung Iklan atau yang juga
adanya instagram, para pelaku bisnis publik figur yang mana banyak
percaya pada produk tersebut. Banyak terpampang dalam layar kaca dan juga
salah satunya adalah Ertos Beauty produk dari Ertos ini. Beberapanya
Ertos beauty care adalah salah satu dari Gunawan, Ayu Ting Ting, dan masih
sejumlah followers sebanyak 1,1 juta sebagai seorang artis yang cukup
instagram ertos terbilang cukup aktif. entertainer, atlet dan publik figur yang
publik figur yang mana banyak Terhitung pada April 2017 lalu,
terdiri dari kredibilitas dan daya adalah istilah untuk para pemakai
rendah tingkat power yang dimiliki terkenal dan sering muncul di media
terdiri dari kredibilitas dan daya Salah satu cara agar memiliki
merk produk, dan dimensi yang terdapat variabel daya tarik dengan
paling tinggi jatuh pada credibility. nilai mean tertinggi yaitu 4.44
tingkat attraction atau daya tarik Istilah itu merujuk pada kata
maka akan diikuti dengan semakin perpaduan kata itu berarti orang
film, politisi dan lain-lain yang tersebut. Oleh karena itulah muncul
yang dilakukan (Wibawa, S.R dan (Sig.) 0.015 pada tabel Coefficientsa
DAFTAR PUSTAKA