Pengaruh Endorsement Selebriti Instagram Dan Online Consumer Review Terhadap Keputusan Pembelian (Survei Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta)

This study aims to determine the effect of Instagram celebrity endorsements and online consumer reviews on purchasing decisions on Scarlett Whitening products. This research is a quantitative research using primary data. The population of this study were students of the Faculty of Economics and Business, University of Muhammadiyah Surakarta with a total sample of 100 respondents. The sampling technique used was non-probability sampling, namely non-random sampling. Meanwhile, the analytical technique used is the instrument test, classical assumption test and partial hypothesis testing and the coefficient of determination (R2) is used to obtain accurate data results. The results of this study indicate that there is an influence of Instagram Celebrity Endorsements and Online Consumer Reviews on purchasing decisions for consumers of Scarlett Whitening products, students of the Faculty of Economics and Business, University of Muhammadiyah Surakarta