The Influence of Content Creation, Collaboration, Instagram Endorsement on Consumer Decisions (Case Study of “Bella Saphira's Make-Up”)

Marketing products using social media and the internet has become a trend and is more effective than implementing non-digital marketing strategies. This study aims to determine the partial and simultaneous effect of the content creator, collaboration, and endorsement variables on consumer decisions at “Bella Saphira’s Make-up”. This research is a type of causal associative research using a quantitative approach. The data sources used are primary and secondary data obtained directly from the respondents. The sample in this study was 100 people. The variables in this study are independent: consisting of content creators, collaboration, and endorsements. The dependent variable is consumer decisions. These studies indicate that the content creator, collaboration, and endorsement variables partially influence consumer decisions. Simultaneously the content creator, collaboration, and endorsement variables influence consumer decisions at Bella Square Makeup. Keywords: collaboration, consumer decision, content creator, endorsement, social media DOI: 10.7176/EJBM/15-2-05 Publication date: January 31 st 2023