PEMANFAATAN MEDIA SOSIAL INSTAGRAM MENGGUNAKAN CELEBRITY ENDORSER (SELEBGRAM) UNTUK MEMPENGARUHI MINAT BELI PRODUK PAKAIAN
DOI:
https://doi.org/10.36805/manajemen.v8i1.2968Abstract
ABSTRAK
Saat ini terdapat kebutuhan yang besar akan adanya iklan atau periklanan digital di media sosial seperti Instagram sebagai sarana penjualan dan periklanan yang bertujuan untuk mencari konsumen potensial. Saat ini para selebriti atau para aktris digunakan di berbagai media salah satunya adalah Instagram yang sangat penting untuk strategi pemasaran yang efektif guna meningkatkan penjualan produk. Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity endorser (selebgram) terhadap minat pengguna media sosial Instagram dalam membeli pakaian di Perguruan Tinggi Swasta di Kabupaten Kuningan. Metode penelitian yang digunakan adalah metode deskriptif dan metode verifikatif. Dapat disimpulkan dari penelitian ini bahwa kepercayaan, keahlian, dan daya tarik juga memiliki pengaruh yang signifikan terhadap minat beli pengguna media sosial di Instagram. Kepercayaan (trust) berpengaruh positif dan signifikan terhadap niat beli dan keterampilan (keahlian). Tidak terdapat pengaruh positif terhadap minat beli pengguna media sosial Instagram, dan daya tarik berpengaruh positif terhadap minat beli pengguna media sosial Instagram.
Kata Kunci: Celebrity Endorser1; Daya Tarik 2; Kepercayaan 3; Keahlian 4; Minat Beli 5.
ABSTRACT
There is currently a great need for digital ads or social media advertising, such as Instagram, as a way of sales and advertising to find potential buyers. At present, celebrities (public figures) are used in different media, one of which is Instagram, which is very important for growing product sales in an efficient marketing strategy. The aim of this study is to determine the impact of celebrity endorsers (celebrities) on Instagram social media users' interest in buying clothes at Kuningan Regency private universities.Based on the data collected and analyzed using SPSS version 24.0 software, the analysis approach used is the descriptive method and verification method. From this study, it can be concluded that trust, expertise, and attractiveness also have a significant influence on purchase interest of social media users on Instagram. Trust has a positive and significant effect on intent and skills of buying (expertise). There is no positive effect on the buying interest of social media users of Instagram, and attractiveness has a positive effect on the purchasing interest of social media users of Instagram..
Keywords: Celebrity Endorser1; Daya Tarik 2; Kepercayaan 3; Keahlian 4;Minat Beli 5.
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