Pengaruh Soft Selling dalam Media Sosial Instagram dan Celebrity Endorse Terhadap Keputusan Pembelian

Abstract

The aim of this paper is to find out the effect of soft selling on celebrity endorse, the effect of soft selling buying decision and the effect of celebrity endorse on buying decision. This research is an explanatory research. The sample includes 100 follower online shop account and celebrity endorse account. The sample is gathered by using non probability sampling technique with judgemental sampling. This study was a quantitative approach and data were analyzed using PLS (Partial Least Square). The results showed a positive and significant effect of soft selling on celebrity endorse, positive and significant effect of soft selling on buying decision, and positive and significant effect of celebrity endorse on buying decision.