The Effect of Advertising Disclosure Language and Celebrity Endorsement on Tiktok on Purchasing Decisions for Fashion Outfit Products

: Today's growing promotional media greatly affects the digital world and product marketing on purchasing decisions. The Effect of Advertising Disclosure Language and Celebrity Endorsment on Purchasing Decisions for Fashion Outfit products is research within the scope of management science. The aim is to analyze and examine the effect of advertising disclosure language and celebrity endorsment on tiktok on purchasing decisions for fashion outfit products for teenagers, especially students at dharmas indonesia university. The method used is quantitative method. data collection using a questionnaire. Data analysis techniques with Validity test, Instrument reliability test, Correlation analysis, Hypothesis test, Multiple Regression analysis, Classical Assumption test, Multiple linear Regression analysis. The population in this study were 1,811 respondents and the samples in this study were 292 who were students of Dharmas Indonesia University. The results of this study: 1) Advertising Disclosure Language affects the purchase decision of Fashion Outfit products; and 2) Celebrity Endorsment has an effect on purchasing decisions for Fashion Outfit products.


INTRODUCTION
The development of technology, especially internet users, currently makes it easier for people to carry out daily activities, ranging from searching for information, communication media, to shopping can now be done with the help of the internet.The online shopping system began to shift the conventional shopping system that requires consumers to come directly to the store.
Nowadays, influencer marketing strategy has become a viable thing to do and even one of the most important strategies to do because everyone uses social media as their needs.Influencers convey the brand meaning of the Fashion Outfit product exposure to be told which is connected to their life story and purpose expressed in a post that contains emotional, congnitive and behavioral terms, resulting in credibility, trust and attraction of consumers.
Based on initial observations made by researchers, where there are several students using the Tiktok application, some of them are even influencers of the Tiktok application, where the videos they advertise are seen and liked by other Tiktok application users, especially the part that students pay most attention to, namely fashion, especially the Outfit section that will be worn when doing activities.From this initial observation, it emerges about how consumers see the way a celebrity in advertising disclosure where consumers see a celebrity really using the celebrity's honest response to the advertised product.So that consumers can make a decision to buy a product advertised by a celebrity.Here the researcher sees that consumers do not pay much attention to how a celebrity conveys their message with clear and accountable information by a celebrity.This article discusses the effect of Advertising Disclosure Language and Celebrity Endorsment on purchasing decisions for Fashion outfit products, a literature review study in the field of marketing science.
Based on the background, we can: 1) The effect of Advertising Disclosure Language on purchasing decisions for Fashion outfit products?; and 2) The influence of Celebrity Endorsment on purchasing decisions for Fashion Outfit products?

METHODS
The research method uses quantitative methods.Quantitative methods are data obtained through structured questions in the form of numbers that are measurable in number to be calculated (Sugiyono, 2013).(Sugiyono, 2013).The population in this article was 1811 students of the University of Dharmas Indonesia.The sample is part of the population.Samples taken from the population must be truly representative and must be valid, that is, they can measure something that should be measured.Sampling in research is probability sampling which is a sampling technique that provides equal opportunities for each element (member) of the population to be selected as a sample member.The research technique section uses the Disproportionete Stratified Random Sampling technique, which uses the Isaac & Michael table with a sample size of 292 respondents.By using the sampling criteria formulated in this study: a. Dharmas Indonesia University students.b.Students aged 18 years and over.c.Students who have a Tiktok account.
Data sources and data collection methods, namely Primary data Data collected directly through interviews by asking directly with consumers related to Advertising Disclosure Language and Celebrity Endorsment on Tiktok on purchasing decisions and through filling out questionnaires or questionnaires.The validity test is used to measure whether a questionnaire is valid or not.Reliability test is data to measure a questionnaire which is an indicator of a variable or construct.A questionnaire is said to be variable or reliable if someone's answer to the statement.This correlation analysis is used to see the relationship between Advertising Disclosure Language and Celebrity Endorsement on Tiktok on purchasing decisions for fashion outfit products.Multiple linear regression analysis This analysis is to predict how the state (up and down) of the dependent variable (criterion) if two or more independent variables as predictor factors are manipulated (up and down in value).Normality test Aims to determine whether the data distribution follows or approaches a normal distribution.This test uses the Kolmograv Smirnof Test method with the test criterion α = 0.0.Multicollinearity Test Aims to see if the regression model finds a correlation between the independent variables.If there is a correlation, it is called a multicollinearity problem.In the multiple regression equation, it is also necessary to test whether or not the variance of the residuals of one observation is the same as that of another observation.If the residuals have unequal variance, it is called Heteroscedasticity.To find out how far the ability of the Advertising Disclosure Language and Celebrity Endorsment variables can be a predictor of the variable purchase decision for fashion outfit products, the coefficient of determination can be seen.

Results
Based on the background, objectives and methods, the results of this study are as follows: Based on age, the respondents in this study were classified as follows: From the results of data processing on the Advertising Disclosure Language variable, the validity test results are obtained based on the comparison between r-count and r-table, it can be concluded that r-count> r-table, with the conclusion that all items for the Advertising Disclosure Language (X1) variable are valid.

Celebrity Endorsement Variable (X2)
From the results of data processing on the Celebrity Endorsment variable, the validity test results are obtained Based on the comparison between r-count and r-table, it can be concluded that r-count> r-table, with the conclusion that all items for the Celebrity Endorsment variable are valid.

Purchase decision variable (Y)
From the results of data processing on purchasing decision variables, the validity test results are obtained Based on the comparison between r -count and r -table, it can be concluded that r -count> r -table, with the conclusion that all items for the purchasing decision variable are valid.

Reliability Test
Reliability is the level of reliability of the questionnaire, after the instruments on the Advertising Disclosure Language (X1), Celebrity Endorsment (X2) and purchasing decisions (Y) variables are declared valid, then the reliability test is carried out on each variable.Based on the reliability analysis of the research variables, it shows that the value (Crombanch's alpha) for the Advertising Disclosure Language (X1) and Celebrity Endorsment (X2) variables is 0.8 and for the purchase decision (Y) is 0.9, for that all variables can be said to be reliable or reliable.From these results this study will produce the same data even though it is used several times to measure the same object.Based on table 5 above, it can be seen that the regression equation is : Y = 0, 343 + 0.563X1 + 0.594X2 + e Based on this equation, it can be interpreted as follows: 1.The constant of 0.343 means that if the Advertising Disclosure language and Celebrity endorsement are 0, then the decision to purchase fashion outfit products is 0.343.This result is significant at 5% alpha, namely 0.000 <0.05. 2. If Advertising Disclosure Language is 0.563.This means that with the assumption.

Multiple Regression Analysis
Celebrity Endorsment is fixed (unchanged), then each increase in Advertising Disclosure Language by 1 unit will increase the decision to purchase fashion outfit products by 0, 563, this result is significant at 5% alpha, namely 0.000 <0.05. 3.If Celebrity Endorsment is 0.594.Assuming the Advertising Disclosure Language is fixed (unchanged), then every increase in Celebrity Endorsment by 1 unit will increase purchasing decisions by 0.594.This result is significant at 5% alpha, namely 0.000 <0.05.

Normality Test
The normality test aims to determine whether a data distribution is normal or not.Basically, the normality test is to compare between the data we have and normally distributed data that has the same mean and standard deviation as our data.From the data above, it is processed using the Kolmogorof -Smirnov test because the data has 292 people and to make an assessment refers to the significance number with a significance level greater than 0.05.And from the data above it can be concluded that the results and data of this study are normal.Based on the results of the normality test, it is known that the significant value is 0.138> 0.05, it can be concluded that the residual value is normally distributed.

Heterocedaticity Test
The heteroscedasticity test aims to test whether in the regression model there is an inequality of variance and residuals from one observation to another.From the results of the coefficients table above, what is seen is the significance value, the independent variable has a significant value greater than 0.05, namely the independent variable Advertising Disclosure Language (X1) with 0.673> 0.05, and the independent variable Celebrity Endorsment (X2) which is 0.374> 0.05, so it can be said that this research model does not occur heteroscedaticity problems.

Multicollinearity Test
Multicorrelation is a very high or very low correlation that occurs in the relationship between independent variables.Multicoleration can be seen from the VIF (varianceinflating factor) value.If the VIF value < 10 then there are no symptoms of multicollinearity, if the VIF value> 10 then there are symptoms of multicollinearity.From the results of the table above, what will be assessed is the tolerance value and also the VIF, it can be seen that the tolerance value of Advertising Disclosure Language (X1) and Celebrity Endorsment (X2) is more> 0.10, which means that there is no multicollinearity, and the VIF value is ≤ 10.00, it means that there is no multicollinearity.So it can be seen that the tolerance value of Advertising Disclosure Language (X1) and Celebrity Endorsment (X2) has a value of 0.631> 0.10, it means that there is no multicollinearity.At the VIF value Advertising Disclosure Language (X1) and Celebrity Endorsment (X2) have a value of 1.586 small equal to 10.00, it means that there is no Multicollinearity.1.The effect of Advertising Disclosure Language (X1) on purchasing decisions (Y).

Partial Hypothesis Testing (T-test)
It can be seen that the t-count is 5.822 and the t-table is 1.65 where the t-count is greater than the t-table (5.822> 1.65) this shows that the independent variable Advertising Disclosure Language (X1) has a positive and significant effect on the dependent variable purchasing decisions.And the significant level is greater than alpha (0.000 <0.05), it can be obtained that Ho is rejected and Ha is accepted, meaning that Advertising Disclosure Language (X1) has a positive and significant effect on purchasing decisions (Y).

The influence of Celebrity Endorsement (X2) on purchasing decisions (Y).
It can be seen that the t-count is 7.923 and the t-table is 1.65 where the t-count is greater than the t-table (7.923> 1.65), this shows that the independent variable Celebrity Endorsment (X2) has a positive and significant effect on the dependent variable purchasing decisions.And the significant level is greater than alpha (0.000 <0.05), it can be obtained that Ho is rejected and Ha is accepted, meaning that Celebrity Endorsment (X2) has a positive and significant effect on purchasing decisions (Y).It can be seen that this test is carried out by comparing the F-count value with the Ftable because the F-count value is greater than the F-table value (121.126>3.027).The Fcount value is 121.126 with a significant level (0.000 <0.05), then Ho is rejected and Ha is accepted, which means that this is done together -together between Advertising Disclosure Language and Celebrity Endorsment have a significant effect on purchasing decisions.The R Square number is obtained, which explains that in the table above the value taken is the Adjusted Square value, where Adjusted Square is a value that serves to overcome the problem with R square, namely the value continues to increase if there is an increase in value if there are additional independent variables into the model, which is 0.452 categorized as strong because it is more than 0.33, this shows that the contribution of the Advertising Disclosure Language (X1) and Celebrity Endorsment (X2) variables to purchasing decisions is 0.452.Which means that the influence of the Advertising Disclosure Language (X1) and Celebrity Endorsment (X2) variables on purchasing decisions is 45.2%, while 45.8% is influenced by other factors.Analysis of the Advertising Disclosure Language variable partially has a significant effect on purchasing decisions for fashion outfit products on Tiktok by consumers of all Dharmas Indonesia University students.This is indicated by the results of data processing tcount of 5.822 and t-table 1.65, so that 5.822> 1.65 with a significant value of 0.000 <0.005, this indicates that Ho is rejected and H1 is accepted.So it can be seen that the Advertising Disclosure Language variable has a positive and significant effect on the Purchasing decision variable.

Relevant Research Results
This means that the higher the Advertising Disclosure Language, the greater the consumer purchasing decisions on fashion outfit products, among students of Dharmas Indonesia University and vice versa if the Advertising Disclosure Language variable is low, the decision to purchase fashion outfit products also decreases among students of Dharmas Indonesia University.The results of research conducted by (Keisia Cristea 2022) with the results of research based on the results of the analysis, it is proven that the existence of Advertising Disclosure Language in influencer marketing can increase consumer perceptions of influencer credibility and also increase consumer buying interest in marketing methods through social media.

Analysis of the Relationship between Celebrity Endorsment Variables and Purchasing Decisions
Analysis of Celebrity Endorsment variables has a significant effect on purchasing decisions for fashion outfit products on Tiktok by consumers of all Dharmas Indonesia University students.This is indicated by the results of data processing t-count of 7.923 and ttable 1.65, so that 7.923> 1.65 with a significant value of 0.000 <0.005, this indicates Ho is rejected and H1 is accepted.So it can be seen that the Celebrity Endosment variable has a positive and significant effect on the Purchasing decision variable.
This means that the higher the Celebrity Endorsment, the greater the consumer's decision to buy fashion outfit products among Dharmas Indonesia University students and vice versa if the Celebrity Endorsment variable is low, the consumer purchasing decision on fashion outfit products will decrease among Dharmas Indonesia University students.The results of research conducted by (Riska Gusti Rahmani 2022) test the effect of the Celebrity Endorsment variable which has a t-count value of 3.031 and the t-table value is 1.660 with an ignificant 0.003 <0.05.Which means t -count> t -table, namely 3.031> 1.660, then Ha is accepted.This identifies that there is a perial influence between Celebrity Endorsment (X2) on purchasing decisions.

Analysis of the Relationship between Advertising Disclosure Language and Celebrity Endorsment Variables on Purchasing Decisions
From the two analyzes above, it can be concluded that the Celebrity Endorsment variable has a significant effect on purchasing decisions for fashion outfit products on Tiktok by consumers of all Dharmas Indonesia University students.And also the Celebrity Endorsment variable has a significant effect on the decision to purchase fashion outfit products on Tiktok by consumers of all Dharmas Indonesia University students.And it can be concluded from the two linkage analyses above that the Advertising Disclosure Language and Celebrity Endorsment variables on purchasing decisions simultaneously with the Fcount value with the F-table (121.126>3.027) with a significant level (0.000 <0.05), then Ho is rejected and H3 is accepted, which means that this is done together -together Advertising Disclosure Language and Celebrity Endorsment have a significant effect on purchasing decisions for fashion outfit products.
This means that the higher or lower the Advertising Disclosure Language and Celebrity Endorsement on fashion outfit products among Dharmas Indonesia University students does not reduce consumer decisions to buy fashion outfit products among Dharmas Indonesia University students.

CONCLUSION
Based on the discussion, the conclusion of this research is: 1. Advertising Disclosure Language has a significant effect on purchasing decisions for fashion outfit products on tiktok based on the T test, it shows that the significant value of Advertising Disclosure Language on purchasing decisions for fashion outfit products on tiktok has a positive and significant effect on the dependent variable.This shows that Advertising Disclosure Language is positive and increasing, so the decision to purchase fashion outfit products on tiktok among Dharmas Indonesia University students is also increasing.2. Celebrity Endorment has a significant effect on purchasing decisions for fashion outfit products based on the T test, it shows that the significant value of Celebrity Endorment on purchasing decisions for fashion outfit products on tiktok is a positive and significant effect on the dependent variable.This shows that if Celebrity Endorment is positive and increases, the decision to purchase fashion outfit products on tiktok among Dharmas Indonesia University students will also increase.