THE IMPACT OF THE USE OF INSTAGRAM, FACEBOOK, AND CELEBRITIES ENDORSEMENT AS MODERATING VARIABLE TOWARDS SALES OF BABY AND KIDS WEAR BUSINESS IN SURABAYA

Abstract

The purpose of this study is to find out which online promotion is more effective for baby and kids wear business in Surabaya. Online promotions that included in this research are Instagram, Facebook, and Endorsement as moderating variable of Instagram and Facebook. This research was conducted with a quantitative approach using descriptive analysis. Samples from this study were mothers who bought baby and kids wears online via Instagram and Facebook. The total number of respondents in this study was 80 people by using random probability samples and aiming samples. Data is obtained by distributing questionnaires and processed using the SPSS 22 statistical program. The results of this study can be summarized as Instagram and also endorsement as moderating variable of instagram do not significantly affect sales. However, Facebook and endorsement as Facebook moderating variable have significant effect on sales.