PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, DAN PERCEIVED QUALITY TERHADAP MINAT BELI KONSUMEN PRODUK HIJAB LAFIYE PADA MEDIA SOSIAL INSTAGRAM

It cannot be denied that the presence of digital mass media has brought
major changes. The internet has succeeded in becoming a communication link with
different characteristics, especially the use of gadgets and the tendency for online
activities such as online shopping. The aim of this research is to determine the
influence of Celebrity Endorser, Brand Image, Perceived Quality on consumers'
buying interest in Lafiye hijab products on Instagram social media. The sample
consisted of 108 respondents using nonprobability sampling techniques. The data
analysis tool uses multiple linear regression analysis, coefficient of determination
R2, hypothesis testing using the t test (partial) and F test (simultaneous), with
research results Celebrity Endorser (X1) = 0.005, Brand Image (X2) = 0.000, and
Perceived Quality (X3) = 0.000.