Proceedings of the 17 th International Symposium on Management (INSYMA 2020)

The Effect of Celebrity Endorsers on Purchase Decisions on the Fait Hijab Online Shop on Instagram

Authors
A. D. Aprilia, N. Hidayati
Corresponding Author
N. Hidayati
Available Online 31 January 2020.
DOI
https://doi.org/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
Open Access
This is an open access article distributed under the CC BY-NC license.

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Volume Title
Proceedings of the 17 th International Symposium on Management (INSYMA 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
31 January 2020
ISBN
978-94-6252-892-5
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.200127.047How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

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  - https://doi.org/10.2991/aebmr.k.200127.047
ID  - Aprilia2020
ER  -