Proceedings of the International Conference on Economic Management, Accounting and Tourism (ICEMAT 2023)

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The Influence of Celebrity Endorsements on Purchase Interest in Online Shops Through Instagram (Study on Instagram Followers @btr_meyden)

Authors
Aerens Adeputra Fanggidae1, *, Ronald P. C. Fanggidae1, Yonas F. Riwu1, Paulina Y. Amtiran1
1Management Study Program, Faculty of Economic and Business, Universitas Nusa Cendana, Kupang, Indonesia
*Corresponding author. Email: adeputrafanggidae730@gmail.com
Corresponding Author
Aerens Adeputra Fanggidae
Available Online 14 May 2024.
DOI
10.2991/978-94-6463-411-2_10How to use a DOI?
Keywords
Celebrity Endorsement; Buying Interest; Purchase; Instagram; online shop
Abstract

The aim of this research is to examine the influence of celebrity endorsements on purchase interest in online shops through Instagram social media using quantitative research methods. The data collection technique uses questionnaires that are distributed to Instagram followers @btr_meyden. The population in this study was all Instagram followers @btr_meyden and the number of samples taken amounted to 100 respondents using the Lameshow formula technique. Simple linear regression was used for data analysis techniques. Validity and reliability test were used in data quality test, normality test, and heteroscedasticity test were used in classical assumption test, and t test and F test were used for hypothesis test. The results of this study show that celebrity endorsements have a positive and significant effect on buying interest in Instagram followers @btr_meyden, and the value of the coefficient of determination (R2) is 0.381. The better the endorsement celebgram in conveying product messages, it can attract consumer buying interest.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Economic Management, Accounting and Tourism (ICEMAT 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
14 May 2024
ISBN
978-94-6463-411-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-411-2_10How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Aerens Adeputra Fanggidae
AU  - Ronald P. C. Fanggidae
AU  - Yonas F. Riwu
AU  - Paulina Y. Amtiran
PY  - 2024
DA  - 2024/05/14
TI  - The Influence of Celebrity Endorsements on Purchase Interest in Online Shops Through Instagram (Study on Instagram Followers @btr_meyden)
BT  - Proceedings of the International Conference on Economic Management, Accounting and Tourism (ICEMAT 2023)
PB  - Atlantis Press
SP  - 110
EP  - 119
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-411-2_10
DO  - 10.2991/978-94-6463-411-2_10
ID  - Fanggidae2024
ER  -