PENGARUH CELEBRITY ENDORSER, CUSTOMER REVIEW, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN
(KASUS PENGGUNA SHOPEE DI KOTA PEKALONGAN)
Abstract
This research aims to encourage the
influence of Celebrity Endorser, Customer
Reviews, and Price on Purchase Decisions of
Shopee users in Pekalongan City. The
research method applied is correlational
with a focus on Shopee users in the city of
Pekalongan. The sampling technique used
was Accidental Sampling with a sample size
of 100 respondents. The data collected is
primary data through bold distribution of
questionnaires. Data analysis includes
Instrument Test, Classical Assumptions,
Model Fit, Multiple Linear Regression, and
Hypothesis Testing using Partial Test (t Test)
with the help of the SPPS 20 program.
The research results concluded that: (1) The
influence of Celebrity Endorsers positively
and significantly influences the Purchase
Decisions of Shopee users in Pekalongan
City. (2) Customer Reviews also have a
positive and significant influence on the
Purchasing Decisions of Shopee users in
Pekalongan City. (3) The price factor also has
a positive and significant influence on
purchasing decisions among Shopee users in
Pekalongan City.
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