One of the strategy that can be use in increasing consumer buying interest is by increasing the attractiveness of advertisements on Instagram, one of them is the endorsement strategy. The study aims to determine about the selebgram credibility and power to increase purchase intention on online store in instagram, as well as to see how much the influence of credibility and power of selebgram to purchase intention partially or simultaneously. The method use in this research is descriptive verificative and quantitative approaches with multiple linear regression as a data analysis technique. Research result obtained show that credibility, power and purchase intentions of online store on instagram in the good category. The magnitude of the effect of credibility and power on purchases intention on instagram by Rachel Vennya after testing simultaneously and partially have a positif and significant influence. It’s amounted to 51,2%, while the remaining 48,8% are influenced by other variables not examined in this research.
Keywords: Credibility, Power, Selebgram, Celebrity Endorsement, Purchase Intention
The research is a case Study in Sukabumi Regency. Sukabumi Regency is choosen based on agriculture potency and many terubuk are found but there are not developed and got technology touches yet. Terubuk is endog tiwu in Sundanese (sugarcane's roe-like), which is a perennial flower-plant resembling to sugarcane that is yet to grow up and blossom. The research aims at developing terubuk so far as terubuk farmer can take farming business which produces terubuk with best commodity characteristic. In particular, the research aims to design development model of terubuk farming business in Sukabumi Regency. The study of achievement development model terubuk farming business can be as a reference and concerns to focus development and support with government policy. Terubuk development will succeed if it concerns to six development main elements, there are human resource, land, product, technology, market, and institution. Such six elements if it can work the process and has good achievement so as to terubuk development will be effective.
Penelitian ini bertujuan untuk mengetahui pengaruh green product dan green brand awareness terhadap green purchase intention. Adapun variabel yang digunakan dalam penelitian ini yaitu green product (x1) dan green brand awareness (x2) sebagai variabel independent dan green purchase intention (y) sebagai variabel dependent. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif. Menggunakan penyebaran kuesioner yang disebarkan kepada 150 responden. Teknik analisis data yang digunakan yaitu analisis linear regresi berganda. Hasil yang didapatkan menunjukan adanya pengaruh yang signifikan antara green product dan green brand awareness terhadap green purchase intention berdasarkan hasil pengujian hipotesis secara simultan dan parsial.
The aim this research is to know the influence of testimonial and brand image towards buying decision. The method of this research is using kind of samples including random samples and questionnaires to 200 consumers. The analytical technique, in here is multiple linear analysis technique, and for the hypotesis testing, we use statistic test partially (testing t) and simultaneous test (testing f). The reseacrh result for testing t indicates that both testimonial and brand image have significant influence towards buying decision. According to probability value of sig. 0,000 < 0,05 means that both testimonial and brand image have significant influence towards buying decision. According to the coefficient of determination test result of 0,354 can be interpreted that influence of testimonial and brand image towards buying decision is 35,4%. The rest of 64,6% were influenced by other factors that were not mentioned on this research.
Keywords : Testimonial, Brand Image, Buying desicion
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