Pengaruh Influencer Marketing dan Celebrity Endorsment Terhadap Minat Beli Body Lotion Scarlett Whitening pada Mahasiswa Fakultas Ekonomi Universitas Negeri Medan

Authors

  • Cindy Wulandari Universitas Negeri Medan, Indonesia
  • Riza Indriani Universitas Negeri Medan, Indonesia

DOI:

https://doi.org/10.57235/mantap.v2i2.3310

Keywords:

Influencer Marketing, Celebrity Endorsment, Minat Beli

Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Influencer Marketing dan Celebrity Endorsment terhadap Minat Beli Body Lotion Scarlett Whitening pada mahasiswa Fakultas Ekonomi Universitas Negeri Medan. Penelitian dilaksanakan di Fakultas Ekonomi Universitas Negeri Medan. Sampel dalam penelitian berjumlah 100 orang. Pengambilan sampel menggunakan rumus Slovin. Teknik pengumpulan data yang digunakan adalah melalui angket (kuesioner) yang pengukurannya dengan skala likert dan diolah secara statistik menggunakan analisis regresi berganda dan pengujian hopotesis uji t, uji f, dan koefisien determinan yang sebelumnya data telah diuji menggunakan uji validitas, uji reliabilitas, dan uji asumsi klasik. Pengolahan data menggunakan program SPSS 29.0 for Windows. Secara parsial, Influencer Marketing dan Celebrity Endorsment berpengaruh positif dan signifikan terhadap Minat Beli. Berdasarkan hasil penelitian, menunjukkan bahwa variabel Influencer Marketing dan Celebrity Endorsment secara simultan berpengaruh terhadap Minat Beli. Hal ini terlihat dari nilai > dimana 95,827 > 3,09 dan nilai signifikan <0,001 atau senilai dengan 0,000 < 0,05. Uji koefisien determinasi menunjukkan nilai sebesar 0,664 yang berarti bahwa Influencer Marketing dan Celebrity Endorsment berpengaruh terhadap Minat Beli sebesar 66,4%, sedangkan sisanya dijelaskan variabel diluar penelitian

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Published

2024-08-29

How to Cite

Wulandari, C., & Indriani, R. (2024). Pengaruh Influencer Marketing dan Celebrity Endorsment Terhadap Minat Beli Body Lotion Scarlett Whitening pada Mahasiswa Fakultas Ekonomi Universitas Negeri Medan. Journal of Management Accounting, Tax and Production, 2(2), 673–683. https://doi.org/10.57235/mantap.v2i2.3310

Issue

Vol. 2 No. 2 (2024): September 2024

Section

Articles

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