INFLUENCE OF ENDORS CELEBRITY LAUDIA SINTIA BELLA ON SOCIAL MEDIA INSTAGRAM AND BELLA SQUER HIJAB PRODUCT PROMOTION ON CONSUMER BUYING INTEREST

Pengaruh Selebriti Endors Laudia Sintia Bella di Media Sosial Instagram dan Promosi Produk Hijab Bella Squer Terhadap Minat Beli Konsumen

Abstract

Marketing a business through social media Instagram is one way to expand market reach more easily. In addition, business people are competing to promote their products as attractively as possible. Promotion is now undergoing many changes with the development of social media. The purposes of this study were to 1) determine the effect of attractiveness, expertise possessed by celebrity endorsers on the buying interest of Instagram social media users simultaneously; 2) knowing the effect of attractiveness, expertise possessed by celebrity endorsers on the buying interest of Instagram social media users partially. The type of research used in this research is quantitative with a descriptive approach. The research location, namely in Namlea, the object in this study is the Bella Square Hijab. The results showed that the Celebrity Endors and Promotion variables simultaneously had a positive and significant influence on Consumer Buying Interest. Based on the results of the F test, Celebrities endorse, promotions simultaneously have a positive and significant effect on consumer buying interest. Celebrity Endors have a positive and significant effect on Consumer Buying Interest. Promotion has a positive and significant effect on Consumer Buying Interest.

Keywords: celebrity endorse, instagram, product promotion, buying interest