PENGARUH PENGGUNAAN CELEBRITY ENDORSER TERHADAP TINDAKAN MEMBELI (PRODUK ERIGO) PADA PENGGUNA MEDIA SOSIAL INSTAGRAM
(STUDI PADA MAHASISWA PRODI ILMU KOMUNIKASI UNIVERSITAS MUHAMMADIYAH MALANG ANGKATAN 2018).
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Institusion
Universitas Muhammadiyah Malang
Author
Ramli, La Ode Abu Bakar
Subject
H Social Sciences (General)
Datestamp
2022-12-24 01:08:08
Abstract :
This study aims to determine the influence of trustworthiness, attractiveness, and expertise possessed by celebrity endorsers on the act of buying (Erigo Products) on Instagram social media users partially and simultaneously in the environment of UMM Communication Science study program students class of 2018. The theory used is the AIIDA theory. This research uses descriptive quantitative, then the analysis includes validity tests, reliability, f tests and t tests to prove hypotheses, determination coefficient analysis tests and classical assumption tests. The data analysis technique used is multiple linear regression analysis that serves to see the influence. Based on the results of the t test hypothesis test analysis in the coefficients table, trustworthiness (trust) has a sig value of 0.025 < 0.05, attractiveness has a sig value of 0.018 < 0.05, expertise has a sig value of 0.013 < 0.05, from the results of the t test it was found that the entire free variable partially had a significant effect on buying action and the results of the f test analysis were obtained a sig value of 0.000 < 0.05, so that it can be interpreted simultaneously all three variables, attractiveness, trustworthiness, and expertise have a positive and significant influence on the act of buying (erigo products) on Instagram social media users in the environment of UMM Communication Science study program students class of 2018
This study aims to determine the influence of trustworthiness, attractiveness, and expertise possessed by celebrity endorsers on the act of buying (Erigo Products) on Instagram social media users partially and simultaneously in the environment of UMM Communication Science study program students class of 2018. The theory used is the AIIDA theory. This research uses descriptive quantitative, then the analysis includes validity tests, reliability, f tests and t tests to prove hypotheses, determination coefficient analysis tests and classical assumption tests. The data analysis technique used is multiple linear regression analysis that serves to see the influence. Based on the results of the t test hypothesis test analysis in the coefficients table, trustworthiness (trust) has a sig value of 0.025 < 0.05, attractiveness has a sig value of 0.018 < 0.05, expertise has a sig value of 0.013 < 0.05, from the results of the t test it was found that the entire free variable partially had a significant effect on buying action and the results of the f test analysis were obtained a sig value of 0.000 < 0.05, so that it can be interpreted simultaneously all three variables, attractiveness, trustworthiness, and expertise have a positive and significant influence on the act of buying (erigo products) on Instagram social media users in the environment of UMM Communication Science study program students class of 2018
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