Munira, Rauzatul (2026) PENGARUH ENDORSE SELEBGRAM TERHADAP PERILAKU KONSUMTIF MAHASISWI FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS MALIKUSSALEH. S1 thesis, Universitas Malikussaleh.

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Abstract

Students of the Faculty of Social and Political Sciences of Malikussaleh University as active Instagram users, are often targeted as a market by business owners, because female students are still teenagers who often want to try new things and want to follow the trend that is booming in their time. This study examines the influence of celebrity endorsements on the consumer behavior of students of the Faculty of Social and Political Sciences of Malikussaleh University. The formulation of the problem that will be answered in this study is to see whether celebrity endorsements influence student consumer behavior and what are the impacts of celebrity endorsements on consumer behavior. Data collection methods are carried out by observation, interviews and documentation studies. The results of this study indicate that endorsements made by celebrity endorsements can influence student consumer behavior because the consumerism attitude that is developing among students leads to consumption behavior towards branded products, as well as a luxurious lifestyle as a symbol of status and self-achievement. Then because of the influence of the social environment such as peer pressure, consumer culture in the campus environment, and the high intensity of social media and digital advertising, also strengthen the tendency of consumer behavior. Celebrity endorsements have a significant impact on student consumer behavior. This leads to uncontrolled spending, and in many cases, students experience budget deficits, consumer debt, or dependence on financial assistance from their parents.

Item Type:	Thesis (S1)
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > 69201 - Jurusan Sosiologi
Depositing User:	Rauzatul Munira Munira
Date Deposited:	27 Apr 2026 09:19
Last Modified:	27 Apr 2026 09:19
URI:	https://rama.unimal.ac.id/id/eprint/19551

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