Pengaruh Promosi Media Sosial dan Celebrity Endorsement terhadap Minat Kunjungan Generasi Z pada Photobooth Photoism Indonesia

The Influence of Social Media Promotion and Celebrity Endorsement on Generation Z's Interest in Photoism Indonesia

Abstract

This study aims to analyze the effect of social media promotion (X₁) and Celebrity Endorsement (X₂) on the visit intention of Generation Z to Photoism Indonesia photobooth (Y), both partially and simultaneously. A quantitative method with purposive sampling was applied to 100 Generation Z respondents aged 17–29 who had been exposed to Photoism content on social media. Data were collected via Likert-scale questionnaires and analyzed using multiple linear regression with SPSS 27. The t-test results show that social media promotion has a significant partial effect (t=5.487; Sig.=0.000), as does Celebrity Endorsement (t=4.294; Sig.=0.000). The F-test indicates a significant simultaneous effect (F=36.526; Sig.=0.000). An R Square of 0.430 indicates both variables explain 43% of the variation in visit intention. Social media promotion contributes more dominantly (25.40%) than Celebrity Endorsement (17.61%). These findings enrich digital marketing research in the experience-based creative industry.