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Understanding Consumer Behavior with Celebrity Endorser and E- Wom on e-Commerce
Marheni Eka Saputri ; Farah Oktafani; Iis Kurnia Nurhayati; Nia Kurniasih;



The development of the internet that has penetrated all aspects of human life, including economic matters, has led to the birth of e-business or e-commerce. This e-business or e-commerce was created for business transactions that utilize the internet and web, an ease for people to conduct business transactions due to less energy and shorter time required to search for items they need. These online transactions have allowed the buying and selling process to not be obstructed by distance and time. One of the factors that can affect the companys income and profits is Celebrity Endorser and Electronic Word of Mouth. Companies that have good Celebrity Endorser and Electronic Word of Mouth will increase consumers- Purchase Decision of a product. This study aims to determine the effect of Celebrity Endorser and Electronic Word of Mouth on Purchase Decision on Tokopedia customers. This research uses both quantitative and descriptive analytic methods. The data analysis technique used is multiple linear regression. The results of the study have indicated that the responses from respondents towards the Celebrity Endorser variable belong to the excellent category, the Electronic Word of Mouth variable to good category, and the variable purchase decision process to the excellent category. The conclusion of this study is that Celebrity Endorser and Electronic Word of Mouth affect the purchase decision on Tokopedia customers with a percentage of 52.6%, while the remaining 47.4% is influenced by other variables not examined in this study. Thus, it is deemed that the better the celebrity endorser and electronic word of mouth of Tokopedia, the better the purchase decision of consumers of Tokopedia. Keywords: Celebrity Endorser, Marketing, Electronic Word of Mouth dan Purchase Decision.

Keywords: E- wom, celebrity endorser, Buying Decision, Tokopedia

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Marheni Eka Saputri)

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