KEKUATAN SELEBGRAM DALAM MENINGKATKAN MINAT BELI KONSUMEN PADA PRODUK MODE LOKAL MESZ_ID DI INSTAGRAM (Studi Kasus Pada Pengikut Akun Instagram Rachel Vennya)
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Institusion
Universitas Muhammadiyah Sukabumi
Author
Irpansyah, Muhamad Alvi
Subject
H Social Sciences (General)
Datestamp
2019-06-20 03:11:32
Abstract :
Instagram is one of the social media on the rise Of instagram users and the emerging marketing strategy commonly known endorsement. The products are most often used on that strategy is fashion product, where local fashion products now are rising concurrently increasing public interest in local fashion using the products. The research was aimed at finding out the role of celebgram in raising costomer buying interest for local fashion product Mesz_id on instagram, as well as observing the amount of influence of celebrity endorsement on instagram toward buying interest both partially and simultaneously. Through this research, celebrity endorsements will be measured by using 4 subvariable namely visibility, credibility, attraction and power to variable buying interest. The methods applied in the research were verified descriptive and quantitative approaches. The technique used are path and multiple linear regression analysis with the help of SPSS 24. The result shows that celebrity endorsement and customer buying interest for local fashion product Mesz_id on instagram is in good category. Following to the test, the amount of influence of celebrity endorsement toward customer buying interst on instagram by Rachel Vennya partially and simultaneously have positif and significant influence. The total amount of influence is aggregated to 53,6%, while the remaining 46,4% is influenced by other variables which were not studied in the research.
Instagram is one of the social media on the rise Of instagram users and the emerging marketing strategy commonly known endorsement. The products are most often used on that strategy is fashion product, where local fashion products now are rising concurrently increasing public interest in local fashion using the products. The research was aimed at finding out the role of celebgram in raising costomer buying interest for local fashion product Mesz_id on instagram, as well as observing the amount of influence of celebrity endorsement on instagram toward buying interest both partially and simultaneously. Through this research, celebrity endorsements will be measured by using 4 subvariable namely visibility, credibility, attraction and power to variable buying interest. The methods applied in the research were verified descriptive and quantitative approaches. The technique used are path and multiple linear regression analysis with the help of SPSS 24. The result shows that celebrity endorsement and customer buying interest for local fashion product Mesz_id on instagram is in good category. Following to the test, the amount of influence of celebrity endorsement toward customer buying interst on instagram by Rachel Vennya partially and simultaneously have positif and significant influence. The total amount of influence is aggregated to 53,6%, while the remaining 46,4% is influenced by other variables which were not studied in the research.
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