ANALYSIS INSTAGRAM ADS AND CELEBRITY ENDORSEMENT TO PURCHASE INTENTION ON N95 MASK PRODUCT

• Main Author: Mujahidan M.I.A.G, Bilal
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49043
• Institution: Institut Teknologi Bandung

Currently Product Marketing Using Social Media is an option for various businesses. Many businesses use social media such as Instagram to introduce and promote their products to the public. In Indonesia, Instagram is one of the applications with the largest user growth.this is a great opportunity for a business to reach more people. Instagram itself makes it easy for a business to promote a product Through the Instagram Ads feature, a business can focus on marketing its products to certain groups. If the business is able to provide good advertising content, the advertising feature provided by Instagram is a very effective tool in marketing a product. Instagram also provides an opportunity for a business to market its products through Endorsement services, Endorsements carried out by influential people such as Celebrity will encourage people to buy products offered by Endorsers. So it is very important for a business to choose an Endorser that it feels capable of being able to convince people to buy a product.A good marketing will affect consumer purchase intention. The relationship between Instagram Ads, Celebrity Endorsement and consumer purchase intention will help a business to maximize Instagram media as a place for product marketing. N95 Mask is a type of Respirator Mask that has a function as protection by filtering out particles in the air when someone breathes, such as bacteria and viruses. Currently Mask Brands like Bowin use Instagram Ads and Celebrity Endorsements as promotional tools for their products The purpose of this study was to determine the effect of Instagram Ads and Celebrity Endorsement to consumer purchase intention on the N95 Mask product. This study uses the Bowin brand which has used Instagram Ads and Celebrity Endorsement as research objects. The results of this study are expected to be able to help and can be implemented by other businesses, especially in our Start-up business with the Nachrib brand, which produces Nanotechnology masks. This research uses quantitative methods, using probability techniques using the Slovin formula with a minimum of 100 respondents.To analyze the data, the researcher used the Multiple Linear Regression method with the classical assumption test. The results showed that there was a positive influence between Instagram Ads and Celebrity Endorsement on consumer purchase intention on N95 mask products.