Bahtera Inovasi
Vol 4 No 2 (2021): Jurnal Bahtera Inovasi

Pengaruh Selebrity Endorsme, Brand Image, dan Testimoni dalam Meningkatkan Minat Beli Produk (Studi Kasus : Instagram UKM Kylafood)

Ogi Maulana Firli (Unknown)
Muhamad Rizal (Universitas Padjajaran)
Ria Arifianti (Universitas Padjajaran)
Asmaul Husna (Universitas Maritim Raja Ali Haji)

Article Info

Publish Date
15 Jun 2021

Abstract

The purpose of this study is to determine the effect of Celebrity Endorsement, Brand Image, and Testimonials on consumer buying interest in Kylafood products on Instagram Social Media. The research methods used in this research are descriptive and quantitative methods. Data analysis techniques and research model submissions use Structural Equation Modeling-Partial Least Square (SEM-PLS) with 95 questionnaire distribution data aimed at people who at least follow one celebrity endorsment on Instagram, know the kylafood brand, know the testimonials of the kylafood brand and intending to buy kylafood products. The results of this study state that the celebrity endorsement and testimonial variables have a significant positive effect on buying interest in Kylafood products on Instagram, while the brand image variable has a positive but not significant effect.

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Journal Info
Bahtera Inovasi
Website

Abbrev

bahterainovasi

Publisher

Universitas Maritim Raja Ali Haji

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Bahtera Inovasi adalah jurnal open access dan peer-reviewed yang diterbitkan oleh Porgram Studi Manajemen Fakultas Ekonomi Universitas Maritim Raja Ali Haji. Bahtera Inovasi menerbitkan artikel hasil riset, telaah kritis, dan kajian literatur dalam bidang ilmu manajemen. Frekuensi terbit dua ...