The Effect of Celebrity Instagram Endorsment on Impulsive Buying Behavior in Students in Rokan Hulu Regency, Riau Province

Triyani Capeg Hadmandho
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引用次数: 1

Abstract

The use of Instagram as a digital marketing medium has become increasingly popular since the emergence of the microcelebrity phenomenon or commonly referred to as Instagram celebrity (celebgram). In Indonesia, the use of celebrity endorsements has increased rapidly and has become a trend in the online business world. Impulse buying is one of the unique characteristics possessed by the Indonesian people, namely purchases that are made spontaneously, without planning and without careful consideration. Despite the fact that more and more companies or online business people are using the services of celebgrams for endorsements, scientific knowledge about the effect of celebgram endorsements on impulsive buying behavior is still limited. This study only focuses on endorsement programs for fashion products and impulse buying. This study makes a new contribution to the importance of celebrity endorsements in encouraging impulse buying behavior and provides insights for further research on a larger scale. The purpose of this study was to determine the effect of celebrity instagram endorsements on impulsive buying behavior in students in Rokan Hulu Regency, Riau Province. This study used a sample of 100 students who were selected using non-probability sampling technique. The survey method was conducted with a questionnaire strategy, male and female respondents were given the same questionnaire. The resulting data will be analyzed using the SPSS program. The analytical tool used is Multiple Linear Regression by performing classical assumption tests (Normality Test, Heteroscedasticity, Multicollinearity Test), and Hypothesis Testing (F Test, t Test and Coefficient of Determination Test). In this study, the output is targeted in the form of an accredited national journal. Description of TKT The proposed research is at level 2.
名人Instagram代言对学生冲动购买行为的影响,廖内省罗肯Hulu摄政
自微名人现象或通常被称为Instagram名人(celebgram)出现以来,使用Instagram作为数字营销媒介变得越来越流行。在印度尼西亚,名人代言的使用迅速增加,并已成为在线商业世界的一种趋势。冲动购买是印尼人的一个独特特征,即不经过计划和仔细考虑就自发地购买。尽管越来越多的公司或在线商务人士正在使用名人代言服务,但关于名人代言对冲动购买行为的影响的科学知识仍然有限。本研究仅关注时尚产品的代言项目和冲动购买。本研究对名人代言在鼓励冲动购买行为中的重要性做出了新的贡献,并为更大规模的研究提供了见解。本研究的目的是确定名人instagram代言对学生冲动购买行为的影响,廖内省罗坎Hulu摄制。本研究采用非概率抽样技术选取100名学生作为样本。调查方法采用问卷调查法进行,男性和女性被调查者发给相同的问卷。所得数据将使用SPSS程序进行分析。使用的分析工具是多元线性回归,通过执行经典的假设检验(正态性检验、异方差检验、多重共线性检验)和假设检验(F检验、t检验和决定系数检验)。在本研究中,输出以认可的国家期刊的形式为目标。建议的研究处于第2级。
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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