PERAN CELEBRITY ENDORSER DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN GEN Z PENGGUNA INSTAGRAM PADA PRODUK EMINA COSMETICS

Abstract

This study aims to determine the effect of celebrity endorser  s on the purchasing decisions of Gen Z Instagram users on Emina Cosmetics products. Celebrity endorser  s in this study were analyzed using the TEARS indicator which consists of Trustworthiness, Expertise, Attractiveness, Respect, and Similarity. This study uses a quantitative approach with a causal explanatory method. The data collection technique was carried out through distributing questionnaires to 100 respondents who are Instagram users from Gen Z who know or have seen Emina Cosmetics promotions by celebrity endorser  s. Data analysis was carried out using validity, reliability, descriptive analysis, classical assumption test, simple linear regression, t test, and coefficient of determination. The results showed that celebrity endorser  s had a significant and positive effect on purchasing decisions with a significance value of 0.000 <0.05 and a regression coefficient of 0.133. The coefficient of determination (R²) of 0.355 indicates that 35.5% of purchasing decisions are influenced by celebrity endorser  s, while the rest is influenced by other factors outside this study. Thus, the use of celebrity endorser  s that are in accordance with the characteristics of the target market can be an effective strategy in increasing consumer purchasing decisions, especially in generation Z.