Pengaruh Harga, Sosial Media Marketing, dan Celebrity Endorsment terhadap Minat Beli pada Produk Pakaian di Kabupaten Aceh Tengah

Sapna  Biby; Siti  Maimunah; Halida  Bahri; Jamilah

Penulis

Sapna Biby Universitas Malikussaleh
Siti Maimunah Universitas Malikussaleh
Halida Bahri Universitas Malikussaleh
Jamilah Universitas Malikussaleh

Kata Kunci:

Price, Social Media Marketing, Celebrity Endorsement, Purchase interest

Abstrak

This study aims to determine the influence of price, social media marketing, and celebrity endorsements on interest in purchasing clothing products at Kenko shops in Central Aceh Regency. The research method used in this research is quantitative research. The population in this study are clothing product users who have purchased more than once at the Kenko Store in Central Aceh Regency. The sampling technique in this research was nonprobability sampling and the sampling type was purposive sampling with a sample size of 96 respondents. The variables used in this research consist of two, namely the dependent variable (Y), the independent variable (X). The dependent variable in this research is purchase interest. There are three independent variables in this research, namely price, social media marketing, and celebrity endorsement. The methods used in this research are validity and reliability test, classical assumption test, multiple linear regression analysis, multicollinearity test, heteroscedasticity test, F test and Q. Meanwhile, data processing uses the SPSS 29.0 program. Based on the results of this research, it shows that price variables, social media marketing, and celebrity endorsements have a positive effect on purchase interest.

Unduhan

Data unduhan belum tersedia.

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