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

Issue

Vol. 19 No. 2 (2020)

Section

Articles

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Authors retain copyright and grant the journal the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution-NonCommercial 4.0 International Public License (CC BY-NC 4.0). This license allows reusers to distribute, remix, adapt, and build upon the material in any medium or format for noncommercial purposes only, provided that proper attribution is given to the original creator.