PENGARUH DUKUNGAN SELEBRITI, KONTEN IKLAN, DAN ULASAN ONLINE TERHADAP KEPUTUSAN PEMBELIAN PRODUK PAKAIAN DENGAN MINAT BELI KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi pada Platform Instagram di Provinsi Jawa Tengah) Bintang Mega Pratiwi, Mahfudz1

Abstract

ABSTRACT This research was conduct to analyze the effect of celebrity endorsement, advertising content, and online review on the buying interest and purchasing decision as intervening variables. The population which is used in this research is Instagram users in the Central Java area. The sample which is used is Instagram users who purchase products through the online shops on Instagram within the age range of 15-30 years old. The sampling technique which is used is non-probability sampling with 100 respondents. The data are collected from the questionnaire then processed and analyzed using SEM (Structural Equation Modelling) with the AMOS program. The result of this research shows four hypotheses that are submitted could be accepted with significant positive influence. Celebrity endorsement has a positive and significant effect on purchasing decisions. Advertising content and online reviews have a positive and significant effect on buying interest. Purchase intention has a positive and significant effect on purchasing decisions