Do Product Quality and Celebgram Influence Muslim Fashion Purchasing Decisions on Instagram?

Abstract

Internet marketing's increasing prevalence intensifies business competition and makes it more difficult. Under this intense competition, quality is viewed as a measure of a company's ability to compete for consumers' attention. Quality alone is insufficient to attract consumers' attention to purchasing decisions, so a company must also have attractive promotions to introduce products, such as using a celebrity endorsement on Instagram (celebgram). This study employs multiple linear regression analysis techniques. Consequently, Product Quality (X1) positively and statistically significantly influences Muslim Clothing Purchase Decisions on Instagram. The value of t^count is greater than t^table for Celebgram (3,463 > 1,97445), indicating that Celebgram (X2) has a positive and statistically significant impact on Muslim Clothing Purchase Decisions on Instagram.