PENGARUH KREDIBILITAS CELEBRITY ENDORSER DALAM IKLAN MS GLOW FOR MEN VERSI "SEMUA JUGA BISA" TERHADAP KEPUTUSAN PEMBELIAN
This study aims to determine the influence of celebrity endorser credibility in all versions of Ms Glow For Men advertisement on purchasing decisions. The theory used in this research is Source Credibility Theory. The population of this study includes followers of the Instagram account @msglowformen...
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2022-06-21.
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| 245 | 0 | 0 | |a PENGARUH KREDIBILITAS CELEBRITY ENDORSER DALAM IKLAN MS GLOW FOR MEN VERSI "SEMUA JUGA BISA" TERHADAP KEPUTUSAN PEMBELIAN |
| 260 | |c 2022-06-21. | ||
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| 520 | |a This study aims to determine the influence of celebrity endorser credibility in all versions of Ms Glow For Men advertisement on purchasing decisions. The theory used in this research is Source Credibility Theory. The population of this study includes followers of the Instagram account @msglowformen. The sample used was 100 respondents who were selected by the purposive sampling method. By using SPSS (Statistical Product and Service Solution) version 26 program as an analysis tool for data testing techniques. So the results of this study indicate that there is a significant relationship with a strong correlation level between the X variable and the Y variable with a significance value of 0.000 and a correlation value of 0.690. In addition, the coefficient of determination test also shows the credibility of the celebrity endorser in MS Glow for Men version of the ad "All also Can" has an influence on purchasing decisions of 47.7%. From the results of this study, it is hoped that MS Glow for Men can maintain the attractiveness factor for celebrity endorsers in advertising products. | ||
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