Forum Bisnis dan Kewirausahaan
Vol 12 No 2 (2023): Forum Bisnis dan Kewirausahaan

ANALISIS PENGARUH CELEBRITY ENDORSER RACHEL VENNYA DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO DI KOTA PALEMBANG

Felicia Angela (Universitas Katolik Musi Charitas)
Lina Lina (Universitas Katolik Musi Charitas)

Article Info

Publish Date
08 Mar 2023

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.

Copyrights © 2023




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Forum Bisnis dan Kewirausahaan
Website

Abbrev

forbiswira

Publisher

Sekolah Tinggi Ilmu Ekonomi Multi Data Palembang

Subject

Economics, Econometrics & Finance

Description

FORBISWIRA , Forum Bisnis dan Kewirausahaan merupakan jurnal ilmiah berkala yang diterbitkan oleh STIE Multi Data Palembang (MDP Business School), Indonesia. Merupakan media bagi para dosen, mahasiswa, alumni, dan peneliti lainnya untuk mempublikasikan hasil-hasil penelitian dan paper yang berisi ...