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Rizky Aditya
Universitas Muhammadiyah Surakarta
Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Analisis Pengaruh Iklan di Sosial Media dan Penggunaan Selebritas Terhadap Minat Beli Produk Melalui Kesadaran Merek Sebagai Variable Intervening pada Produk Bloods Rizky Aditya; Ihwan Susila
Economic Reviews Journal Vol. 3 No. 2 (2024): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v3i2.358

Abstract

The main purpose of this study was to examine the effect of social media advertising,celebrity use and brand awareness on interest in buying Bloods products, especially in Bloods consumers. The research method used is quantitative method, and the sample amounted to 183 respondents social media users/consumers bloods and using purposive sampling. Reliability and validity of questionnaires were assessed in various circles. Data were analyzed using partial least square (PLS) technique with SmartPls 3.0 application. The findings show that social media advertising, celebrity use and brand awareness have a significant effect on interest in buying Bloods products.
Co-Authors Ihwan Susila