Perbedaan dan pengaruh kredibilitas selebgram terhadap niat beli
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Abstract
This study aims to determine the effect of celebrity credibility on consumer purchase
intentions at Cafe Suoklat Surabaya. The indicators of Celebgram credibility are
attractiveness, trustworthiness, and expertise. The combination of these three indicators
is expected to increase the purchase intention of consumers visiting Cafe Suoklat. There
are two celebgrams that will be chosen to promote the Cafe's food and beverage products
through Instagram. The first is Vicky Yuwono and the second is Putri Kenasti. Data was
obtained by distributing questionnaires to 100 respondents, 50 men and 50 women using
purposive sampling method. Furthermore, the test was carried out using the different test
method and multiple linear regression. The results showed that there was no difference in
credibility between Vicky Yuwono and Putri Kenasti. Attractiveness and trustworthiness
variables have a significant effect on purchase intention, except that the expertise variable
does not significantly affect purchase intention.
Article Details
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