Pengaruh Penggunaan Celebrity Endorser dan Online Consumer Review Terhadap Minat Beli Konsumen Pada Make Up Artist Kadek Bali Wedding di Kabupaten Gianyar
Abstract
A good marketing strategy will be able to create buying interest for consumers so this needs to be taken seriously by the company. The purpose of this study was to determine the effect of celebrity endorser, and brand image on buying interest. The population used in this study were all consumers of the Make Up Artist Kadek Bali Wedding who are domiciled in the city of Denpasar in 2020 with a total sample of 96 respondents. The data analysis technique used in this research is multiple linear regression test. Based on the results of the study, it can be seen that Celebrity endorsers have a positive and significant impact on Buying Interest in Kadek Bali Wedding's make up artist. Online customer reviews have a positive and significant impact on Buying Interest in Kadek Bali Wedding make up artist. Celebrity endorsers, online customer reviews have a positive and significant impact on buying interest in Kadek Bali Wedding make up artist. The magnitude of the influence of the independent variable on buying interest is 65.3%..
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