IKLAN DAN CELEBRITY ENDORSER TERHADAP MINAT DOWNLOAD APLIKASI SHOPEE

Abstract

The purpose of this study was to determine the effect of advertising and supporting celebrities on the interest to download the shopee application. The samples taken in this study were adolescents aged 18-23 years. This research is quantitative research by dividing closed and open questionnaires. The results obtained are that the advertising variable has a positive effect on the interest in downloading the Shopee application. Whereas for the Celebrity Endorse variable does not have a positive effect on the interest in downloading the Shopee application.

Keywords: Interest in buying, advertising and supporting celebrities