PENGARUH DAYA TARIK IKLAN DAN KREDIBILITAS CELEBRITY ENDORSER PRIA TERHADAP MINAT BELI PRODUK KECANTIKAN (STUDI PADA IKLAN “SOCIOLLA MAGICAL SALE: THE BIGGEST BEAUTY SALE OF 2019” & SOCIOFELLAS TERHADAP MAHASISWA TATA RIAS UNIVERSITAS NEGERI JAKARTA)

Abstract

Shifa Vita Adela. 106116059. The influence of the advertisement appeal and the credibility of male celebrity endorsers on buying interest in beauty products (Study on the advertisement "Sociolla Magical Sale: The Biggest Beauty Sale of 2019" and Sociofellas on cosmetology students at Jakarta State University)

This research is to find out how the influence of advertisement and the credibility of male celebrity endorsers on buying interest in beauty products at Sociolla. This type of research uses quantitative descriptive methods. The sampling method uses simple random sampling technique. The data collection method uses a questionnaire distributed to 114 respondents. This study wants to prove the relevance of AIDCA concepts and theories, and the credibility of the source to the research results. In the research results, the advertisement appeal variable (X1) partially influences positively and significantly to the buying interest variable (Y), the celebrity endorser credibility variable (X2) partially influences positively but not significantly to the buying interest variable (Y), as well as advertisement appeal (X1) and celebrity endorser credibility (X2) simultaneously have a positive and significant effect on buying interest (Y).