CD Skripsi

Pengaruh Celebrity Endorser Akun Instagram @Clarissaputri_ Terhadap Minat Beli Followers Pada Produk Fashion

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ABSTRACT
THE EFFECT OF CELEBRITY ENDORSER INSTAGRAM @CLARISSAPUTRI_
ACCOUNT ON INTEREST TO BUY FOLLOWERS IN FASHION PRODUCTS
By: Reski Salsa Oktaviani
Celebrity endorsers as a source of advertising or information about brands and product
attributes that please, convince and attract people's attention. One of the many Instagram
artists or celebrities who have a big body shape, including Clarissa Putri. Clarissa is a
celebgram and big size model who is good at make-up and likes to change fashion. She is one
of the Indonesian female celebrities who has a plus size body shape. With his big body shape,
he can become a celebrity who has a lot of followers. The purpose of this research is to find
out how much influence the celebrity endorser Instagram account @clarissaputri_ has on
followers' buying interest in fashion products.
The theory used in this study is the S-R (Stimulus-Response) Theory. This study used a
quantitative research method with an explanatory approach using a random sampling
technique with a total sample of 271 respondents. Researchers collect data with a
questionnaire. To find out how much influence the X and Y variables have, the researcher uses
simple linear regression analysis. Questionnaire test data processing was carried out using
the SPSS Windows Version 25 program.
The results of this study indicate that based on statistical calculations obtained, the
hypothesis in this study is that there is a significant influence between the celebrity endorser
Instagram account @clarissaputri_ on followers' buying interest in fashion products, so that
means Ha is accepted and H0 is rejected. Meanwhile, based on the results of the test for the
coefficient of determination (R2), it can be seen that the value of the correlation/relationship,
namely R, is 0.535 with a significant arithmetic category. From this output, the coefficient of
determination (R2) is 0.286. This figure shows that the influence of celebrity endorser
Instagram account @clarissaputri on followers' buying interest in fashion products is 28.6%
in the weak category. While the remaining 71.4% is influenced by other variables not included
in this study.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1801124675

Penerbit

Pekanbaru : Universitas Riau - FSIP - ILMU KOMUNIKASI., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1801124675

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Deti

Versi lain/terkait

Lampiran Berkas

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