The Effect of Celebrity Endorsers on Purchase Decisions on the Fait Hijab Online Shop on Instagram
- DOI
- 10.2991/aebmr.k.200127.047How to use a DOI?
- Keywords
- celebrity endorser, purchasing decisions, online shop
- Abstract
This research is done due to an increase in Fait Hijab’s online shop earnings on Instagram. This study aims to determine and explain the effect of celebrity endorsers on Purchasing Decisions on Fait Hijab online shop consumers on Instagram. The study used explanatory research methods carried out through data collection in the field. The population used was the Fait Hijab Online Shop consumers on Instagram with a sample of 96 respondents; data analysis used simple Linear Regression statistical methods, hypothesis testing, and the terminated coefficient. The results of the study showed that Celebrity Endorsers contributed to the purchase decision. In this case, the better the celebrity endorser is used, the higher the purchase decisions on Fait Hijab Online Shop on Instagram
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - A. D. Aprilia AU - N. Hidayati PY - 2020 DA - 2020/01/31 TI - The Effect of Celebrity Endorsers on Purchase Decisions on the Fait Hijab Online Shop on Instagram BT - Proceedings of the 17 th International Symposium on Management (INSYMA 2020) PB - Atlantis Press SP - 230 EP - 234 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200127.047 DO - 10.2991/aebmr.k.200127.047 ID - Aprilia2020 ER -