Yoni Adani Aqilah, Tri Waluyo Prehantio

Pengaruh Viral Marketing Instagram Dan Celebrity Endoser Terhadap Minat Beli Produk Scarlet Whitening Pada Masyarakat Kecamatan Jagakarsa

Introduction

Pengaruh viral marketing instagram dan celebrity endoser terhadap minat beli produk scarlet whitening pada masyarakat kecamatan jagakarsa. Temukan pengaruh viral marketing Instagram dan celebrity endorser terhadap minat beli produk Scarlett Whitening di Jagakarsa. Analisis kuantitatif menunjukkan pengaruh signifikan.

Abstract

This research aimed to find out and analyze the influence of Instagram viral marketing and celebrity endorsers on the interest in purchasing Scarlett Whitening products among the people of Jagakarsa Subdistrict. The research method used descriptive analysis with a quantitative approach. The population of this research was the population of Jagakarsa Subdistrict, with sampling using the Hair formula, resulting in a sample of 100 respondents. The data analysis technique in this research used descriptive statistics with multiple linear regression analysis. Each respondent was given 30 statements using a Likert scale, and this research used instrument testing (validity and reliability tests), classical assumption tests (normality, multicollinearity, and heteroscedasticity tests), multiple linear regression analysis, hypothesis testing (T-test, F-test, and coefficient of determination), and f- test. Meanwhile, data processing used the SPSS version 26 for Mac program. The results showed that viral marketing and celebrity endorsers had a significant simultaneous influence on purchase interest. The coefficient of determination (R2) showed that the viral marketing and celebrity endorser variables had a simultaneous influence of 13% on purchase interest, while the remaining 87% was influenced by other variables not researched in this research.

Review

This research paper addresses a highly relevant topic in contemporary marketing, exploring the influence of Instagram viral marketing and celebrity endorsers on the purchase interest of Scarlett Whitening products. The focus on a specific geographic area, Jagakarsa Subdistrict, provides a localized context for understanding consumer behavior in response to digital marketing strategies. The clear objective to analyze these relationships is well-articulated and contributes to the growing body of knowledge on the effectiveness of social media marketing and influencer strategies, which are crucial for brands operating in competitive markets. Methodologically, the study employs a quantitative descriptive approach, which is appropriate for investigating the stated objectives. The researchers utilized a sample of 100 respondents, selected from the population of Jagakarsa Subdistrict using the "Hair formula," though a specific citation for this formula would enhance clarity. Data collection relied on 30 Likert-scale statements, a standard method for measuring attitudes and intentions. The analytical framework is robust, incorporating comprehensive instrument testing (validity and reliability), classical assumption tests (normality, multicollinearity, and heteroscedasticity), and multiple linear regression analysis for hypothesis testing (T-test, F-test, and coefficient of determination) using SPSS version 26. This demonstrates a commitment to rigorous statistical analysis. The findings indicate a statistically significant simultaneous influence of viral marketing and celebrity endorsers on purchase interest, which aligns with general marketing theories. However, the coefficient of determination (R2) reveals that these two variables explain only 13% of the variance in purchase interest. While the significance of the influence is established, this relatively low R2 value suggests that a substantial 87% of purchase interest is influenced by other factors not explored in this study. This limitation is correctly acknowledged by the authors and underscores the multi-faceted nature of consumer decision-making, offering clear directions for future research to identify and incorporate additional variables for a more comprehensive model.

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