Safira, Nadya (2024) PENGARUH CELEBRITY ENDORSER BLACKPINK DI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN OREO BLACKPINK. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid development of technology has also brought changes to the business world which is increasingly innovating in advertising strategies to influence consumers in purchasing decisions, now advertising media uses digital media through television and social media assisted by celebrity endorsers to help influence consumers to increase decisions in purchasing products. This research aims to determine the influence of Blackpink endorsers on Instagram social media on purchasing decisions for Blackpink Oreos. This research uses quantitative methods, data collection in this research uses a celebrity endorser questionnaire and purchasing decisions use Google Form. The results of this research show that there is an influence between Celebrity Endorsers on Instagram Social Media on Blackpink Oreo Purchase Decisions. It is shown by a significance value of 0.001 < 0.05, which means there is an influence. The influence of celebrity endorsers on purchasing decisions is 18.9%. Keywords: Celebrity endorser, purchasing decision, Oreo blackpink.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media P Language and Literature > P Philology. Linguistics > P93.5 Visual Communication |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Nadya Safira | ||||||||
| Date Deposited: | 16 Jul 2024 07:33 | ||||||||
| Last Modified: | 16 Jul 2024 07:33 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26197 |
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