Pengaruh Celebrity Endorser Hamidah Rachmayanti Terhadap Keputusan Pembelian Produk Online Shop MAYOUTFIT Di Kota Bandung

LONTAR: Jurnal Ilmu Komunikasi Pub Date : 2018-06-30 DOI:10.30656/lontar.v6i1.648

Ratika Zahra, Nofha Rina

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引用次数: 20

Abstract

Utilization of internet among modern society today is the use of social media. Of the many social media that are present to be consumed by modern society and one of them is Instagram useful benefits for the delivery of new information including one that is also used dalah things do business. The emergence of the phenomenon of online shopping in social media Instagram for the vigorous business conduct marketing using supporting figures or celebrities endorser as a supporter to market their products. Seeing this phenomenon, it is necessary to do a research that.Â Hamidah Rachmayanti is a celebrity endorser used by Online Shop Mayoutfit has several purposes in this research is to determine the effect of Visibility, Credibility, Attractiveness and Celebrity Endorser Effectiveness to the Decision Purchase Online Shop Mayoutfit products. This research uses quantitative method with questionnaire distribution and using multiple linear regression.Â This study concludes that the influence of Celebrity Endorser on @hamidahrachmayanti account of 52.1% can be explained by variables consisting of Visibility, Credibility, Attractiveness, and Power.Â

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名人内城Endorser hamida Rachmayanti对万隆在线商店MAYOUTFIT产品购买决定的影响

现代社会对互联网的利用就是对社交媒体的使用。在现代社会消费的许多社交媒体中，其中之一是Instagram，它对传递新信息有很大的好处，其中一个也被用来做生意。社交媒体Instagram网上购物现象的出现，为蓬勃发展的企业进行营销，利用配角或名人代言作为支持者来推销自己的产品。看到这一现象，有必要做一项研究。Â Hamidah Rachmayanti是在线商店Mayoutfit使用的名人代言人，本研究的目的是确定知名度，可信度，吸引力和名人代言人有效性对购买在线商店Mayoutfit产品的决定的影响。本研究采用问卷调查和多元线性回归的定量方法。Â本研究得出结论，名人代言对@hamidahrachmayanti账户的影响为52.1%，可以通过可见性、可信度、吸引力和Power.Â组成的变量来解释

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LONTAR: Jurnal Ilmu Komunikasi

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