Pengaruh Endorser Terhadap Minat Beli Konsumen Produk Eiger pada Media Sosial

(Studi Kasus Masyarakat Kota Mojokerto)

Abstract

Current technological developments affect aspects of life such as communicating, doing business. This is utilized by the Eiger company in the expansion of the Eiger product through social media such as facebook, instagram, tiktok and youtube with endorser services. This study aims to determine the effect of the endorser proxied by trust, expertise, attractiveness, respect and similarity on buying interest in Eiger products on social media. This research is a quantitative research with a questionnaire as the instrument. The population of this study is the people of the city of Mojokerto. The sample consisted of 100 respondents with a non-probability sampling technique and the number of samples obtained by the Cochran formula. Data analysis used descriptive analysis and multiple linear regression. The tests in this study are validity, reliability, classical assumption tests and hypothesis testing. The results showed that partially trust (0.000), expertise (0.016), attractiveness (0.000) and comfort (0.000) had a significant effect on buying interest, while respect (0.235) had no significant effect on buying interest.