THE INFLUENCE OF INSTAGRAM CELEBGRAMS AS CELEBRITY ENDORSERS ON THE INTEREST IN BUYING STYLISH WATCHES AMONG YOUNG EMPLOYEES IN CIREBON CITY

Abstract

There was a significant need for digital advertisements or social media advertising, such as Instagram, as a means of sales and promotion to reach potential buyers. At that time, celebrities (public figures) were used across various media platforms, including Instagram, which played an important role in increasing product sales through an efficient marketing strategy. The aim of the study was to determine the impact of celebrity endorsers on Instagram social media users' interest in purchasing clothing at private universities in Kuningan Regency. Based on the data that were collected and analyzed using the SPSS version

24.0 software, the research employed both descriptive and verification methods. The results of the study concluded that trust, expertise, and attractiveness significantly influenced the purchase interest of Instagram social media users. Trust had a positive and significant effect on purchase intention and expertise. Expertise had a positive effect on the buying interest of Instagram users, and attractiveness had a positive effect on their purchasing interest.