Iskandar, Josephine Rachel and Adam, M. Riyadh Rizky (2018) The Impact Of Social Media Influencers (Selebgram) On The Purchase Decision Of Pantene Customers. Bachelor thesis, Swiss German University.

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Abstract

The rapid growth of Internet especially social media has brought up several people who was once not recognizable by public become famous. They know as Social Media Influencers (SMI) by their ability to influence people’s perspective. In Indonesia, one of SMI is celebgram / selebgram (celebrity Instagram). Many brands start working with celebgram to do the endorsement in order to promote their products or services. This research aims to study the impact of these celebgrams through their visibility, credibility, attractiveness and power toward purchase decision. Using SPSS version 23 and Multiple Regression for data analysis from quantitative research of 105 respondents using non-probability judgment. The result shows all hypothesis are accepted and endorser visibility, endorser credibility, endorser attractiveness and endorser power have a significant impact toward purchase decision.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Social Media Influencer; Selebgram; Endorsement; Purchase Decision; Advertising
Subjects:	H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel H Social Sciences > HM Sociology > HM742 Online social networks
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	19 May 2020 03:08
Last Modified:	19 May 2020 03:08
URI:	http://repository.sgu.ac.id/id/eprint/570

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