The Influence of Hijab Celebrity Instagram as an Endorsement on Purchase Intention

Authors

  • Devi Noviyanti UIN Antasari Banjarmasin
  • Restu Khaliq UIN Antasari Banjarmasin

DOI:

https://doi.org/10.18592/alhadharah.v19i2.4007

Keywords:

Manajemen

Abstract

Celebrity endorsers influence celebrity endorsers who wear the hijab on a person's purchase intentions. A total of 91 respondents were taken in this study, all of whom had seen celebrity endorsers wearing hijabs advertising products/services on Instagram social media. SmartPLS software version 2.0.M3 was using, and research shows a significant influence of trustworthiness, attractiveness, and expertise on one's purchasing intentions. The T-statistic value of all dimensions of the celebrity endorser variable towards purchase intentions is more significant than 1.96, by 3.213, 3.121, and 2.832, respectively.Keywords: celebrity endorsers, hijab, purchase intentions.

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Published

2021-01-11

How to Cite

Noviyanti, D., & Khaliq, R. (2021). The Influence of Hijab Celebrity Instagram as an Endorsement on Purchase Intention. Alhadharah: Jurnal Ilmu Dakwah, 19(2), 33–46. https://doi.org/10.18592/alhadharah.v19i2.4007

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Articles