PENGARUH TERPAAN KONTEN YOUTUBE DAN CELEBRITY ENDORSER SUHAY SALIM TERHADAP KEPUTUSAN PEMBELIAN BRAND SAFI (STUDI KASUS SUBSCRIBER CHANNEL YOUTUBE SUHAY SALIM)

Abstract

The purpose of this study is to find out how much influence the exposure and content of youtube and celebrity endorser Suhay Salim have on the decision to buy the Safi brand on Suhay Salim's youtube channel subscriber. The method used in this study is quantitative and uses a survey method to research by distributing questionnaires. This study uses the theory of S-O-R. The number of the samples in this study were 100 respondents obtained using Slovin formula. The technic of collecting every data in this study using a Likert Scale questionnaire through Google Form. Uses the IBM Statistical Product Service Solution (SPSS) VERSION 23.0 program to process the questioner's data. The results in this study with the Determination Coefficient Test (R Square) which can be said that the Influence of exposure and celebrity endorser Suhay Salim Towards the buying decision Safi Brand on Suhay Salim Youtube Subscriber Channel of is 19.2%. While the rest (100% - 19.2% = 80.1%) 62.9% is influenced by other variables not examined in this study.