The Effect of Social Media Marketing and Celebrity Endorsement Toward Online Purchase Intention In Indonesia

Authors

  • Metta Litiver Binus Business School Undergraduate Program
  • Anton Wardaya Binus Business School Undergraduate Program

DOI:

https://doi.org/10.31004/jpdk.v4i3.4965

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Social Media Marketing dan Celebrity Endorsement terhadap Minat Beli Online di Indonesia. Metodologi penelitian ini menggunakan kuesioner yang diisi dengan responden melalui google form, dengan jumlah sampel sebanyak 199 responden. Analisis yang digunakan adalah uji regresi linier berganda dengan melakukan uji parsial (t) dan uji simultan melalui program SPSS 26. Hasil penelitian uji-t ini berpengaruh positif dan signifikan terhadap variabel Social Media Marketing dan Celebrity Endorsement terhadap Minat Beli Online di Indonesia. Hasil penelitian uji (f) menunjukkan bahwa variabel Social Media Marketing dan Celebrity Endorsement secara simultan berpengaruh positif dan signifikan terhadap variabel Minat Beli Online. Demikian pula, hasil penelitian uji simultan (f) menunjukkan bahwa variabel Social Media Marketing dan Celebrity Endorsement secara bersama-sama berpengaruh terhadap Minat Beli Online di Indonesia.

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Published

2022-06-26

How to Cite

Litiver, M. ., & Wardaya, A. . (2022). The Effect of Social Media Marketing and Celebrity Endorsement Toward Online Purchase Intention In Indonesia. Jurnal Pendidikan Dan Konseling (JPDK), 4(3), 1816–1825. https://doi.org/10.31004/jpdk.v4i3.4965

Issue

Vol. 4 No. 3 (2022): Jurnal Pendidikan dan Konseling

Section

Articles

License

Copyright (c) 2022 Metta Litiver, Anton Wardaya

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