(Peer review + Similarity + Dokumen) Impact of Celebrity Endorser, E-Service Quality, and E-Word Of Mouth on Product Purchasing Decisions at Online Shop BERAHAY.ID

Ersa, Aulia Rahmawati and Nurul, Qomariah and Yohanes, Gunawan Wibowo (2021) (Peer review + Similarity + Dokumen) Impact of Celebrity Endorser, E-Service Quality, and E-Word Of Mouth on Product Purchasing Decisions at Online Shop BERAHAY.ID. www.ijbmi.org.

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Abstract

Currently the product business with online sales and purchases is booming, with applications that facilitate buying and selling online. The research objective was to determine and analyze the effect of celebrity endorser, e-servqual, and e-word of mouth on purchasing decisions partially. The research was conducted by consumers @ berahay.id, with a total sample of 90 people, with a purposive sampling method. Reliability test and validity test were used to test the measuring instrument in the form of a questionnaire. To determine the effect of the independent variable on the dependent variable, multiple linear regression is used. To test the hypothesis used t test and F test. The results showed that the celebrity endorser variable has a significance value of 0.005 and less than 0.05 and t (2.905)> t table (1.6628), which means that celebrity endorser has a significant influence on purchasing decisions. The e-servqual variable has a calculated significance value of 0.000 and is less than 0.05 and t count (10.547)> t table (1.6628) which means that e-servqual has a significant influence on purchasing decisions. The variable e-word of mouth has a calculated significance value of 0.005 and is smaller than 0.05 and t count (2.861)> t table (1.6628) which means that e-word of mouth has a significant influence on purchasing decisions.

Item Type: Peer Review
Uncontrolled Keywords: celebrity endorser, e-servqual, e-word of mouth, purchasing decisions
Subjects: 300 Social Science
Divisions: Faculty of Economics > Department of Management (S1)
Depositing User: Dr. Nurul Qomariah
Date Deposited: 18 Dec 2021 01:36
Last Modified: 02 Jan 2023 01:41
URI: http://repository.unmuhjember.ac.id/id/eprint/12296

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