PENGARUH CELEBRITY ENDORSER BTS TERHADAP MINAT BELI MAHASISWA DI TOKOPEDIA (Studi Pada Mahasiswa Program Studi S1 Akuntansi Universitas Sanata Dharma Yogyakarta)

Abstrak

The times in the field of technology and communication are increasing, so that various kinds of e-commerce sites are used to carry out business. Tokopedia is one of the e-commerce that carries an online business model as an online buying and selling service provider. One of them is by using celebrity endorsers to help the marketing process by communicating the products, goods or services offered. Tokopedia is the e- commerce site with the highest number of visitors in the second quarter of 2022 with 158.3 million visitors. To find out the influence of BTS celebrity endorsers on students' buying interest in Tokopedia, using a quantitative approach with an explanatory type of research. The data collection method was carried out by filling out questionnaires through google form by 80 respondents. The data source was taken using the promotion stratified random sampling technique and the slovin formula. Data analysis using simple linear regression with hypothesis tests, partial tests and determination coefficient tests whose data sources were processed using IBM SPSS Statistic Version 26. The result of this study is that celebrity endorsers have a significant effect on the buying interest of students at Tokopedia