INFLUENCE OF SELEBGRAM CREDIBILITY, ONLINE ATMOSPHERE, DAN PRODUCT ASSORTMENT TO THE BUYING INTEREST OF DENPASAR MILLENNIAL GENERATION OF MEN ON SEPATU COMPASS
Abstract
The research objective was to determine the effect of the credibility celebrity on the buying interest of Denpasar millennial male generation on Sepatu Compass. To find out the effect of online atmosphere on the buying interest of Denpasar millennial male generation on Sepatu Compass. To find out the effect of product assessment on the buying interest of Denpasar millennial male generation on Sepatu Compass. To find out the effect of celebrity program credibility, online atmosphere, and product assessment on the buying interest of Denpasar millennial generation of men on Sepatu Compass simultaneously. The benefits of research are theoretical benefits and practical benefits. The type of data used is quantitative data, the data sources used are primary and secondary data, data collection is through questionnaires that get 106 respondents. Based on the discussion that has been described, the following conclusions are obtained: partially, the program credibility, online atmosphere, and product assortment have a positive influence on the buying interest of Denpasar millennial male generation on Sepatu Compass. This can be seen from the results of the t-test for the credibility program with a significance value (0.055), online atmosphere with a significance value (0.275), and the product assortment with a significance value (0.000), with each having a positive significance value. So that the better the credibility program, online atmosphere, and product assortment will increase the buying interest of Denpasar millennial male generation in Sepatu Compass. Simultaneously (program credibility, online atmosphere, and product assortment affect the buying interest of Denpasar millennial male generation on Sepatu Compass with the results of the F-test, where the significance value (0.000) is smaller than (0.05), thus the proposed hypothesis is proven. or it can be accepted. So, the program credibility, online atmosphere, and product assortment will increase the buying interest of Denpasar millennial generation of men in Sepatu Compass.
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