Pengaruh Penggunaan Celebrity Endorsement dan Instagram Ads Fitur terhadap Minat Beli Makanan pada Konsumen di Kafe Riverside Perbaungan

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan celebrity endorsement dan instagram ads fitur terhadap minat beli makanan pada konsumen di Kafe Riverside Perbaungan. Populasi pada penelitian ini adalah kunjungan konsumen di kafe Riverside Perbaungan. Pemilihan sampel pada penelitian ini berdasarkan perhitungan yang dikemukakan oleh slovin sehingga sampel yang diperoleh berjumlah 92 responden. Pengolahan data dilakukan dengan alat bantu program spss statistics 25. Teknik analisis data yang digunakan adalah statistik deskriptif. uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linear berganda, uji hipotesis dan koefisien determinasi. Hasil penelitian menunjukkan bahwa Celebrity Endorsement berpengaruh positif dan signifikan Terhadap Minat Beli Makanan Konsumen Kafe Riverside Perbaungan dan Instagram Ads Fiturberpengaruh positif dan signifikan terhadap minat beli makanan konsumen kafe Riverside Perbaungan. This study aims to determine the effect of using celebrity endorsements and the Instagram ads feature on consumers' interest in buying food at the Riverside Perbaungan Cafe. The population in this study is consumer visits at the Riverside Perbaungan cafe. The selection of the sample in this study was based on the calculations put forward by Slovin so that the sample obtained was 92 respondents. Data processing was carried out using the SPSS Statistics 25 program. The data analysis technique used was descriptive statistics. validity test, reliability test, classical assumption test, multiple linear regression test, hypothesis test and coefficient of determination. The results showed that Celebrity Endorsement had a positive and significant effect on the Intention to Buy Food for Consumers at the Riverside Perbaungan Cafe and the Instagram Ads Feature had a positive and significant effect on the intention to buy food for consumers at the Riverside Perbaungan cafe.