PENGARUH CELEBRITY ENDORSEMENT, BRAND IMAGE DAN TESTIMONI PADA MEDIA SOSIAL TERHADAP MINAT BELI KONSUMEN MIZZA HIJAB LAMONGAN

Abstract

The company carries out marketing not only offline but also online, one of which is through social media. The aim of this research is to analyze the influence of Celebrity Endorsement Brand Image and Testimonials on Social Media on Consumer Buying Interest in Mizza Hijab Lamongan.

This research uses quantitative methods. Secondary data used in this research was obtained from the annual report of the Mizza Hijab shop from 2021 to 2023. This research was conducted using 3 independent variables, namely, celebrity endorsement, brand image and testimonials to determine their influence on consumer buying interest. The sampling technique in this research used a purposive sampling technique with a total of 96 respondents. This research data was analyzed using multiple linear regression analysis. The tests used are validity test, reliability test, normality test, multilinearity test, heteroscedasticity test, multiple linear regression analysis test, coefficient of determination test (R2), T test (partial), F test (simultaneous).

The results of this research show that in the T test the celebrity endorsement variable does not have a significant effect on consumer buying interest with a result of 0.321 > 0.05, while the brand image and testimonial variables partially have a significant effect on buying interest with a result of 0.001 < 0.05.  In the F test, the variables celebrity endorsement, brand image and testimonials simultaneously have a positive and significant effect on consumer buying interest with a calculated f value greater than f table (37.915 > 3.10). In the Coefficient of Determination test, a value of 0.538 or 53.8% was obtained which was influenced by the purchase interest variable and 46.2% was influenced by other variables.