Pengaruh Online Customer Reviews, Celebrity Endorsement, dan Brand Image terhadap Keputusan Pembelian
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
online customer reviews, celebrity endorsements, brand images, purchase decisionAbstract
This study focused on Tokopedia e-commerce users within Denpasar City. The research population comprised individuals from Denpasar City who engaged in transactions through Tokopedia. The sample size consisted of 70 participants. Data collection methods included observation, questionnaire surveys employing a five-point Likert scale, interviews, and literature review. Instrument validation involved assessing validity and reliability, followed by hypothesis testing via multiple linear regression analysis. The findings revealed that 6.48 persen of purchasing decisions were impacted by online customer reviews, celebrity endorsements, and brand image. Specifically, online customer reviews, celebrity endorsements, and brand image were found to individually exert positive and statistically significant influences on purchasing decisions. Additionally, when considered collectively, these factors demonstrated a significant influence on purchasing decisions.
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