Pengaruh Instagram Ads dan Celebrity Endorser Terhadap Keputusan Pembelian Pada Konsumen Produk Kahf di Kota Medan (Studi Pada Mahasiswa di Universitas Kota Medan)

Abstract

The male personal care industry in Indonesia is experiencing significant growth in line with increased consumer awareness regarding appearance and skin health, particularly among the younger generation. Kahf, as a local brand, istaking advantage of this opportunity through modern digital marketing strategies, such as the use of Instagram Ads and celebrity endorsers to influence consumer purchase decisions, especially among university students in Medan City. This study aims to analyze how Instagram Ads and Celebrity Endorsers influence the purchasing decisions of Kahf product consumers in Medan City. The influence of instagram ads and celebrity endorsers was analyzed both partially and simultaneously on purchasing decisions. This research uses a quantitative method with an associative approach. The sampling technique used is purposive sampling with a total of 100 respondents. Primary data was collected through questionnaires, while secondary data was obtained through literature review and documentation. The data analysis methods used include validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing through t-test and F-test. The results of the study show that the instagram Ads variable (X1) has a significant influence on purchasing decisions (Y), with the most dominant indicator being targeting and reach. The celebrity endorser variable ( X2 ) also has a significant effect on purchasing decisions (Y), with credibility being the most dominant factor. Furthermore, instagram qds (X1 ) and celebrity endorser (X2 ) simultaneously influence purchasing decisions (Y). The coefficient of determination test shows a strong relationship between the independent variables and purchasing decisions, with an R value of 0.774. The Adjusted R Square value of 0.598 indicates that instagram ads and celebrity Endorsers contribute 59.8% to purchasing decisions, while the remaining 40.2% is influenced by other variables not examined in this study.