Efektifitas Pemasaran Digital Melalui Celebrity Endorser: Dampaknya Terhadap Minat Beli Produk Kecantikan di Instagram
DOI:
https://doi.org/10.51903/e-bisnis.v18i2.3167Keywords:
Celebrity Endorser, Attractiveness, Trustworthiness, Expertise, Purchase Intention, InstagramAbstract
This research seeks to examine the influence of celebrity endorsers on consumers’ purchase intentions for beauty products on Instagram. The celebrity endorser variables in this study include attractiveness, trustworthiness, and expertise. A quantitative research method was applied, employing both descriptive and causal approaches. Data were gathered through questionnaires administered to 104 respondents from the Garung area, Ambarawa District, selected using purposive sampling. An examination into the data involved conducting tools used to assess validity also reliability, tests of classical assumptions, along with multiple linear regression analyses (t-test, F-test, also the coefficient of determination), utilizing SPSS software. It is clear from the results that the variables of attractiveness, trustworthiness, also expertise simultaneously influence Instagram users’ purchase intention. Individually, trustworthiness and expertise significantly affect the purchase intention of beauty products on Instagram, whereas attractiveness shows no significant impact. This indicates that when people intend to purchase beauty products through Instagram, the credibility of the endorser is more important than physical or visual attractiveness. The findings provide implications for businesses in selecting endorsers with a high level of trustworthiness and expertise to effectively increase consumer willingness to buy.
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