| dc.contributor.author | Jennifer | |
| dc.date.accessioned | 2026-04-27T18:06:34Z | |
| dc.date.available | 2026-04-27T18:06:34Z | |
| dc.date.issued | 2022 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/9371 | |
| dc.description | Currently promotional activities using Instagram ads and celebrity endorsers are in demand by many business actors both online and offline. Jent.Collections itself is an online fashion shop located in Surabaya that actively uses these two promotional activities and has to spend a large amount of money every month. For Instagram ads, Jent.Collections has to spend approximately IDR 5,400,000 per month while celebrity endorsers are IDR 300,000 - IDR 4,500,000 for one endorsement. Therefore, this study was conducted to determine whether Instagram ads and celebrity endorser have a significant influence on consumer purchasing decisions at Jent.Collections. The research was conducted using quantitative research methods by distributing questionnaires to 248 people who had made purchases at Jent.Collections. From the tests carried out, it was found that the R value of 0.623 means that the Instagram ads and celebrity endorser variables have a strong relationship with the purchase decision variable. Furthermore, the results also obtained the R Square value of 0.389, which means that the ability of the independent variable to influence the dependent variable is 38.9%. From the t-test conducted, the significance value of the independent Instagram ads variable (X1) is 0.000 and less than 0.05, so it can be concluded that the Instagram ads variable partially has a significant influence on the purchasing decision variable. Furthermore, the significance value of the celebrity endorser variable (X2) is 0.019, meaning that the celebrity endorser variable partially also has a significant influence on the purchasing decision variable. Finally, from the f test, the results of the simultaneous significance test are 0.000 or less than 0.05. This means that the independent variables (Instagram ads & celebrity endorser) together have an influence on the dependent variable (purchase decisions). | en_US |
| dc.description.abstract | Saat ini kegiatan promosi menggunakan Instagram ads dan celebrity endorser sedang diminati oleh banyak pelaku usaha baik online maupun offline. Jent.Collections sendiri merupakan salah satu online shop fashion berlokasi di Surabaya yang aktif menggunakan kedua kegiatan promosi ini dan harus mengeluarkan biaya yang cukup besar setiap bulannya. Untuk Instagram ads, Jent.Collections harus mengeluarkan biaya sebesar kurang lebih Rp5.400.000,00 setiap bulan sedangkan celebrity endorser sebesar Rp300.000,00 – Rp4.500.000,00 untuk satu kali melakukan endorsement. Oleh karena itu, penelitian ini dilakukan untuk mengetahui apakah Instagram Ads dan celebrity endorser memiliki pengaruh yang signifikan terhadap keputusan pembelian konsumen di Jent.Collections. Penelitian dilakukan dengan menggunakan metode penelitian kuantitatif melalui penyebaran kuesioner kepada 248 orang yang pernah melakukan pembelian di Jent.Collections. Dari pengujian yang dilakukan, didapatkan hasil nilai R sebesar 0,623 artinya variabel Instagram Ads dan celebrity endorser memiliki hubungan yang kuat dengan variabel keputusan pembelian. Selanjutnya juga didapatkan hasil nilai R Square sebesar 0,389 artinya kemampuan variabel independen dalam mempengaruhi variabel dependen adalah sebesar 38,9%. Dari uji t yang dilakukan didapatkan nilai signifikansi variabel independen Instagram ads (X1) adalah 0,000 dan lebih kecil dari 0,05 sehingga dapat disimpulkan variabel Instagram ads secara parsial memberikan pengaruh yang signifikan terhadap variabel keputusan pembelian. Selanjutnya didapatkan nilai signifikansi variabel celebrity endorser (X2) sebesar 0,019 artinya variabel Celebrity Endorser secara parsial juga memberikan pengaruh yang signifikan terhadap variabel keputusan pembelian. Terakhir, dari uji f didapatkan hasil uji signifikansi simultan sebesar 0,000 atau lebih kecil dari 0,05. Artinya variabel bebas (Instagram ads & celebrity endorser) secara bersama-sama memberikan pengaruh terhadap variabel terikat (keputusan pembelian). | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra | en_US |
| dc.subject | Bisnis Fashion | en_US |
| dc.subject | Instagram Ads | en_US |
| dc.subject | Celebrity Endorser | en_US |
| dc.subject | Keputusan Pembelian | en_US |
| dc.subject | Fashion Business | en_US |
| dc.subject | Buying Decision | en_US |
| dc.title | Pengaruh Instagram Ads dan Celebrity Endorser terhadap Keputusan Pembelian di Jent.Collections | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 70201 | |
| dc.identifier.dosenpembimbing | Imanuel Deny Krisna Aji | |
