THE INFLUENCE OF TASYA FARASYA’S ENDORSEMENT ON YOUTUBE ON INTEREST IN BUYING JOYLAB PRODUCTS

Abstract

Endorsement is one of the marketing concepts in social media carried out by business owners as a marketing strategy. Endorsements are a strategy in which celebrities use a product and then their experiences are shared on social media. The above is to make consumers more interested in trying the products being marketed, so the purpose of this study is to see whether or not there is and the magnitude of the infuence of Tasya Farasya’s Endorsement on YouTube on the interest in buying Joylab products. This study used the TEARS dimensions (Trustworthiness, Expertise, Attractiveness, Respect, and Similarity) for the Endorsement and AISAS variables (Attention, Interest, Search, Action, and Share) for the buying interest variable. This research uses a quantitative approach with a survey research method on 100 subscribers to Tasya Farasya’s YouTube channel. Data were collected through an online questionnaire with purposive sampling technique. The data analysis techniques used are correlation analysis and simple regression analysis. The results showed that Tasya Farasya’s endorsement on YouTube had a strong positive infuence on the interest in buying Joylab products by 63.9%. The results of the correlation test showed a fgure of 0.799 where the correlation level was relatively strong, while the regression test results showed that the coefcient value in regression was 0.356 which means that there is a positive infuence and a correlation value (R) of 0.799 obtaining an output coefcient of determination (R Square) of 0.639 which means the infuence of endorsement on buying interest was 63.9%