PENGARUH SELEBGRAM TERHADAP PERILAKU KONSUMTIF MAHASISWI DALAM BERBELANJA ONLINE

Abstract

Selebgram are celebrities who are famous through social media and those who are trusted to bring products that are sold online though their instagram accounts. The frequency of teenagers using instagram causes them to automatically see their celebgram products and this can lead to consumtive behavior. This study aims to determine the influence of celebrity on famale students behavior. The research method used is quantitative with the type of correlational research. The data collected by the researcher online distributes questionnaires to 62 repondents. The sample was drawn using the probability sampling method, which means that all groups had the same opportunity to take the samples. Researcher used correlational in the data analysis process which was crried out using excel 2013. Based on the results of data analysis research, selebgram (X1) and consumtive behavior (X2) have a significant influence on female students in online shopping og 0.679 or 46.1% wich means strong while the other 53.9% influenced by other factors.