THE EFFECT OF DIGITAL MARKETING AND INSTAGRAM CELEBRITY ON CONSUMER PURCHASE INTENTION TO BUY “BITTERSWEET BY NAJLA” PRODUCTS

This study examines the effectiveness between digital marketing and celebrity Instagram with consumer purchase intention. This study is expected to provide a broad overview of the effectiveness of digital marketing and celebrity Instagram in consumer purchase intention. This study has two specific objectives to test the significant influence of Digital Marketing on consumer purchase intention in Bittersweet by Najla products. And to test the significant effect of Instagram celebrities on consumer purchase intention in Bittersweet by Najla products. This research was conducted on 143 respondents. The results showed that the two variables, namely Digital Marketing and Celebrity Instagram, had a significant influence on Consumer Purchase Intention to buy Bittersweet by Najla. The result is lower than 0.05, Digital Marketing: .004 and Celebrity Instagram; .000.