The Influence of Celebrity Endorsements on Purchase Interest in Online Shops Through Instagram (Study on Instagram Followers @btr_meyden)

Aerens Adeputra Fanggidae (), Ronald P. C. Fanggidae, Yonas F. Riwu and Paulina Y. Amtiran
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Aerens Adeputra Fanggidae: Universitas Nusa Cendana, Management Study Program, Faculty of Economic and Business
Ronald P. C. Fanggidae: Universitas Nusa Cendana, Management Study Program, Faculty of Economic and Business
Yonas F. Riwu: Universitas Nusa Cendana, Management Study Program, Faculty of Economic and Business
Paulina Y. Amtiran: Universitas Nusa Cendana, Management Study Program, Faculty of Economic and Business

A chapter in Proceedings of the International Conference on Economic Management, Accounting and Tourism (ICEMAT 2023), 2024, pp 110-119 from Springer

Abstract: Abstract The aim of this research is to examine the influence of celebrity endorsements on purchase interest in online shops through Instagram social media using quantitative research methods. The data collection technique uses questionnaires that are distributed to Instagram followers @btr_meyden. The population in this study was all Instagram followers @btr_meyden and the number of samples taken amounted to 100 respondents using the Lameshow formula technique. Simple linear regression was used for data analysis techniques. Validity and reliability test were used in data quality test, normality test, and heteroscedasticity test were used in classical assumption test, and t test and F test were used for hypothesis test. The results of this study show that celebrity endorsements have a positive and significant effect on buying interest in Instagram followers @btr_meyden, and the value of the coefficient of determination (R2) is 0.381. The better the endorsement celebgram in conveying product messages, it can attract consumer buying interest.

Keywords: Celebrity Endorsement; Buying Interest; Purchase; Instagram; online shop (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-411-2_10

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