PENGARUH CELEBRITY ENDORSE DAN TESTIMONI TERHADAP MINAT BELI PRODUK SOMETHINC PADA MAHASISWA DI KOTA MAKASSAR

Nur Fauziah Adsah. 2024. The Influence of Celebrity Endorsement and Testimonials on the Buying Interest of Somethinc Products among Students in Makassar City, supervised byShandra Bahasoan and Andi Ummul Khair.
This study aims to analyze (1) The partial effect of celebrity endorsement and testimonials variables on the buying interest of Somethinc products among students in Makassar city. (2) The simultaneous effect of celebrity endorsement and testimonials variables on the buying interest of Somethinc products among students in Makassar city.
(3) The most dominant variable affecting the buying interest of Somethinc products amongstudents in Makassar city.
The sample of the study was 97 respondents who are students in Makassar city who made purchases on Somethinc products, this study used multiple linear regression analysismethod with data collection using a questionnaire with a Likert
scale.
The results of this study indicate that (1) Partially, celebrity endorsement and testimonials variables have a positive and significant effect on the buying interest of Somethinc products. (2) Simultaneously, celebrity endorsement and testimonials variables have a positive and significant effect on the buying interest of Somethinc products. (3) Thecelebrity endorsement variable is the most dominant factor affecting the buying interest of Somethinc products among students in Makassar city.