Pengaruh Endorsement terhadap Sikap Konsumen dan Minat Pembelian Produk Lipstik Pada Online Shop dengan Media Sosial Instagram

Abstract

New media has made a significant impact on past media because new media or internet media are
more accessible and used as social media today and are used as a tool to promote goods to be sold
online.This type of research is quantitative. This research was conducted using path analysis with the
Statistical Package for Social Sciences (SPSS) program Ver. 23.00 Sample data of 100 respondents to
female students of SMK 1 Buduran Sidoarjo.The sampling technique used purposive sampling, namely
for female students of SMK 1 Buduran Sidoarjo because of the technique of determining the sample
with certain considerations. The researcher only conducted a study on Buduran 1 Sidoarjo Vocational
High School students who have active Instagram users and follow lipstick seller accounts on
Instagram social media.The results of this study with the independent variables of consumer attitudes
and purchase interest significantly influence the dependent variable, namely endorsement. This shows
that between consumer attitudes and purchase interest is influenced by endorsement.
Keywords: endorsement, consumer attitudes, purchase interest, Instagram social media.