Abstract
This research aims to analyze and test whether there is an influence of Celebrity Endorser consisting of Visibility, Credibility, Attraction and Power on interest in buying Labubu key chains. With quantitative methods. The population of this research is consumers or potential consumers of Labubu key chain products who know or are interested in Lisa Blackpink. The sample for this research was 116 respondents with a purposive sampling approach. The analysis technique is multiple linear regression, t test and F test. The research results show that the Visibility and Credibility variables have no influence on interest in buying Labubu key chains. Meanwhile, the Attraction and Power variables have a positive and significant effect on interest in buying Labubu key chains.
Showing the abstract — retrieve the full paper via the Exa API.