Pengaruh Soft Selling dalam Media Sosial Instagram dan Celebrity Endorse Terhadap Keputusan Pembelian

Jurnal Bisnis Dan Kajian Strategi Manajemen Pub Date : 2022-04-30 DOI:10.35308/jbkan.v6i1.5247

Ina Syarifah

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Abstract

The aim of this paper is to find out the effect of soft selling on celebrity endorse, the effect of soft selling buying decision and the effect of celebrity endorse on buying decision. This research is an explanatory research. The sample includes 100 follower online shop account and celebrity endorse account. The sample is gathered by using non probability sampling technique with judgemental sampling . This study was a quantitative approach and data were analyzed using PLS (Partial Least Square). The results showed a positive and significant effect of soft selling on celebrity endorse, positive and significant effect of soft selling on buying decision, and positive and significant effect of celebrity endorse on buying decision. dan signifikan terhadap keputusan pembelian, dan celebrity endorse berpengaruh positif dan signifikan terhadap keputusan pembelian. estimate positif mengindikasikan bahwa variabel soft selling berpengaruh positif terhadap variabel keputusan pembelian. Berdasarkan hasil pengujian tersebut dapat disimpulkan bahwa hipotesis 2 diterima (H2= diterima). Hal ini menunjukkan bahwa ketika variabel soft selling ditingkatkan sebesar satu kali, maka variabel keputusan pembelian akan meningkat pula sebesar 34,4%.

查看原文本刊更多论文

本文的目的是研究软销售对名人代言的影响、软销售对购买决策的影响以及名人代言对购买决策的影响。本研究为解释性研究。样本包括100个追随者网上商店帐户和名人代言帐户。采用判断抽样的非概率抽样技术进行样本采集。本研究采用定量方法，数据分析采用偏最小二乘法(PLS)。结果显示，软销售对名人代言有正向显著影响，软销售对购买决策有正向显著影响，名人代言对购买决策有正向显著影响。Dan signfikan terhadap keputusan pembelian, Dan celebrity背书berpengaruh positive . Dan signfikan terhadap keputusan pembelian。预估正变量menginkasikan bahwa软卖berpengaruh正变量keputusan pembelian。Berdasarkan hasil penguin tersebut dapat disimpulse kan bahpoesis 2 (H2= diterima)。Hal ini menunjukkan bahwa ketika variabel soft selling ditingkatkan sebesar satu kali, maka variabel keputusan pembelian akan meningkat pula sebesar 34.4%。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Jurnal Bisnis Dan Kajian Strategi Manajemen

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