Celebrity Endorser, Advertising and Viral Marketing on The Interest Buying Among Gen-Z

Authors

  • Noviarina Safitri Universitas Muhammadiyah Semarang
  • Annisa Fajri Universitas Muhammadiyah Semarang

Keywords:

Celebrity Endorser, Advertising, Viral Marketing, Interest Buying

Abstract

This study aims to find out and explain the influence of Celebrity Endorsers, Advertising and Viral Marketing on Azarine Product Buying Interest in Gen-Z. The population in this study is students of the Faculty of Economics and Business, Class 2020-2023, University of Muhammadiyah Semarang, with a total of 1,784 students. The sample in this study is 104 students from the Faculty of Economics, University of Muhammadiyah Semarang. The results of this study show that partially Celebrity Endorser, Advertising and Viral Marketing have a significant effect on Buying Interest. Celebrity Endorser has a significant positive effect on Buying Interest. Advertising has a significant positive effect on Buy Interest. Viral Marketing has a significant positive effect on Buying Interest. Therefore, the independent variables together have a positive and significant effect on Buying Interest. The value of the Adjust R-square coefficient is 0.704 which means that 70.4% of the dependent variables, namely Buying interest, can be explained through independent variables consisting of Celebrity Endorser, Advertising and Viral Marketing. While the remaining 29.6% can be explained outside the research model.

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Published

2024-07-27 — Updated on 2024-11-22

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How to Cite

Safitri, N. ., & Fajri, A. . (2024). Celebrity Endorser, Advertising and Viral Marketing on The Interest Buying Among Gen-Z. Economics and Business International Conference Proceeding, 1(2), 990–997. Retrieved from https://jurnalnew.unimus.ac.id/index.php/EBiC/article/view/511 (Original work published July 27, 2024)

Issue

Vol. 1 No. 2 (2024): 1st Economics and Business International Conference (EBIC)

Section

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