Pengaruh Celebrity Endorser, Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Produk Skintific Di Media Sosial

Sembiring, Nina Cristy (2024) Pengaruh Celebrity Endorser, Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Produk Skintific Di Media Sosial. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research aims the influence of celebrity endorsers and electronic word of mouth (E-WOM) on purchasing decisions for Skintific products. The population in this study are consumers who know about Skintific products, have an interest/desire to buy Skintific products and are women at least 17 years old. Sampling in this study used a purposive sampling technique with a total 98 respondents. The data collection technique used is a questionnaire instrument. In this research, the data analysis technique used is multiple linear regression. This technique is used to see the influence of celebrity endorsers and electronic word of mouth (E-WOM) on purchasing decisions for Skintific products. The results obtained in this research indicate that the celebrity endorser variable has no influence and is not significant on purchasing decisions for Skintific products. Meanwhile, the electronic word of mouth (E-WOM) variable has a positive and significant effect on purchasing decisions for Skintific products.

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