PENGARUH ENDORSEMENT SELEBGRAM TERHADAP TINGKAT KEPUTUSAN PEMBELIAN KONSUMEN GENERASI Z (Studi pada Pengikut Media Sosial Akun Instagram @fadiljaidi)

With the advancement of technology, many companies are leveraging social media as a marketing strategy to increase purchases. One way to do this is through endorsements from influencers or Instagram celebrities. Endorsements are a successful marketing strategy because they can increase credibility and reach a wider target market. However, companies must also be selective in selecting influencers or public figures to promote their products. These influencers must be popular and trusted by the public, thereby increasing consumer awareness, interest, and recognition. One influencer who has recently gained popularity is Fadil Jaidi. Fadil is highly sought after for his creative and unique endorsement content. This study aims to determine the effect of Instagram celebrity endorsements on purchasing decisions among Generation Z consumers, especially those following the Instagram account @fadiljaidi.
This study used a quantitative approach. Researchers distributed questionnaires online. After collecting data, they began with validity and reliability tests on a pilot sample. They then conducted classical assumption tests, including normality and linearity tests. Data analysis techniques included the coefficient of determination, simple linear regression, and hypothesis testing, including the F-test on 100 samples, using the Cochran formula. The results of the study indicate that there is a positive and significant influence between celebrity endorsements on the level of purchasing decisions of generation Z consumers on the followers of the Instagram account @fadiljaidi. The magnitude of the influence of celebrity endorsements on the level of purchasing decisions of generation Z consumers on the followers of the Instagram account @fadiljaidi is 53.5%.