Pengaruh Celebrity Endorser dan Electronic Word of Mouth (e-WOM) terhadap Minat Beli Produk Noera di Kota Palembang

Manalu, Irma Cahayati (2026) Pengaruh Celebrity Endorser dan Electronic Word of Mouth (e-WOM) terhadap Minat Beli Produk Noera di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to examine and analyze the influence of celebrity endorser on purchase intention of Noera products in Palembang. This study also aims to examine and analyze electronic word of mouth (e-WOM) on purchase intention of Noera in Palembang. The study uses a quantitative approach with non-probability sampling technique through purposive sampling method. The research sample was determined based on predetermined criteria, with a total of 100 respondents residing in Palembang and having an interest in purchasing Noera products. Data analysis was performed using multiple linear regression with the assistance of SPSS software. The results showed that celebrity endorsers and electronic word of mouth (e-WOM) have a positive and significant effect on the purchase intention of Noera products in the city of Palembang. These findings indicate that digital marketing strategies through the selection of appropriate celebrity endorsers and good e-WOM management can increase consumer purchase intention.

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