Pengaruh Celebrity Endoser Dan Media Sosial Terhadap Keputusan Pembelian Masyarakat Kota Batam

This study aims to analyze the direct effect of exogenous Celebrity Endorser variables ( 1 ) and social media exogenous variables ( 2 ) on the endogenous variable of Purchase Decision (Y) in Batam city community.This type of research is explanatory research through a quantitative model approach with research instruments in the form of questionnaires or questionnaires.In collecting data, this study used a convenience sampling technique with a sample of 400 people from a total population of 1,196,396 Batam residents.The analysis in this study used a structural equation model (SEM) with AMOS version 24 software.The results of this study showed that the exogenous Celebrity Endorser variable ( 1 ) had a significant positive effect on the endogenous Purchasing Decision (Y) variable and the exogenous social media ( 2 ) had a positive and significant effect on the endogenous variable Purchasing Decision (Y) of the people of Batam City.The magnitude of the direct influence of the exogenous variables of the people of Batam City and the exogenous variables of social media on the endogenous variable of Purchasing Decisions of the people of Batam City is = 25,5%.