PENGARUH CELEBRITY ENDORSER, HARGA DAN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO SECARA ONLINE DI SHOPEE

Nathania, Jovita (2023) PENGARUH CELEBRITY ENDORSER, HARGA DAN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO SECARA ONLINE DI SHOPEE. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

ABSTRACT This study aims to determine the influence of celebrity endorsers, prices, and product reviews on purchasing decisions for Erigo products online at Shopee. This study uses a quantitative approach. The independent variables consist of celebrity endorser (X1), price (X2), and product reviews (X3) and the dependent variable is the purchase decision (Y). All existing variables will be measured using a Likert scale. This research was conducted on all Erigo product users with a population of consumers who had purchased Erigo products through Shopee and for the sample in this study, there were 100 respondents. The sampling technique used is purposive sampling method with defined criteria. Hypothesis testing is done using multiple linear regression analysis. The results of this study indicate that celebrity endorsers and prices have a positive effect on purchasing decisions and product reviews have no effect on purchasing decisions. Keywords:Celebrity Endorser, Price, product reviews, Purchase Decision

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