Yustina, Tanti (2022) PENGARUH SOSIAL MEDIA MARKETING DAN CELEBRITY ENDORSER TERHADAP MINAT BELI PRODUK SCARLETT WHITENING PADA APLIKASI TIKTOK (Studi Kasus Pada Perempuan Generasi Z di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine whether social media marketing and celebrity endorsers have a simultaneous and partial effect on consumer buying interest in Scarlett Whitening products on the TikTok application. The population in this study is the Z generation of consumers and has seen scarlett whitening products on the TikTok application. The sample used is 100 respondents. Samples were obtained through filling out a questionnaire using Google Form with non�probability sampling technique and using purposive sampling method. The data analysis test technique used is Multiple Linear Regressions Analysis using SPSS. Hypothesis testing in this study uses a statistical model consisting of Validity Test, Reliability Test, Classical Assumption Test, F Test and tTest. The results of this study indicate that there is a simultaneous influence of Social Media Marketing and Celebrity Endorser on consumer buying interest. Partially, Social Media Marketing and Celebrity Endorser have an influence on consumer buying interest. Keywords: Social Media Marketing, Celebrity Endorser, Buying Interest
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HG Finance > HG4001-4285 Finance management. Business finance. Corporation finance |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Tanti Yustina | ||||||||
| Date Deposited: | 18 May 2022 07:10 | ||||||||
| Last Modified: | 18 May 2022 07:10 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/6077 |
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