Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal Forum Bisnis dan Kewirausahaan
Felicia Angela
Universitas Katolik Musi Charitas
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
ANALISIS PENGARUH CELEBRITY ENDORSER RACHEL VENNYA DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO DI KOTA PALEMBANG Felicia Angela; Lina Lina
FORBISWIRA FORUM BISNIS DAN KEWIRAUSAHAAN - SINTA 4 Vol 12 No 2 (2023): Forum Bisnis dan Kewirausahaan
Publisher : LPPM Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/forbiswira.v12i2.3327

Abstract

This study aims to analyze the influence of celebrity endorser Rachel Vennya on Instagram on purchase decision for Erigo products in Palembang City. This study uses primary data. This research is a type of field study research with the method of collecting data with the survey method, with data collection techniques using purposive sampling technique with predetermined respondent criteria. The data analysis technique used is multiple linear regression analysis. The results of this study indicate that the celebrity endorser variable (trustworthiness, attractiveness, expertise) Rachel Vennya on Instagram has a positive and significant effect on purcahse decision for Erigo products in Palembang City. Keywords : Celebrity Endorser, Trustworthiness, Attractiveness, Expertise, Purchase Decision.
Co-Authors Lina Lina