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All Journal Jurnal Ekonomi : Journal of Economic AMALIAH: JURNAL PENGABDIAN KEPADA MASYARAKAT JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Narra J Al Mabhats : Jurnal Penelitian Sosial Agama The Journal of Society Medicine (JSOCMED) Jurnal Informatika Ekonomi Bisnis Grimsa Journal of Science Engineering and Technology
Diah, Muhammad
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Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Health Professions Immunology & microbiology Medicine & Pharmacology Neuroscience Physics Public Health Social Sciences Other

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Journal : Jurnal Informatika Ekonomi Bisnis

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Analisis Celebrity Endorsment terhadap Keputusan Pembelian Pelanggan Online Shop Shopee dengan Minat Beli sebagai Variabel Intervening Firmansyah, Denny; Haryani; Safrina, Emi; Diah, Muhammad
Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 3 (September 2023)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v5i3.674

Abstract

The purpose of this study was to determine the effect of celebrity endorsement on purchasing decisions with purchase intention as an intervening variable. This study used a sample of 120 online shop Shopee customers in Medan City. The sampling technique is purposive sampling where only customers who have shopped at the Shopee online shop and have watched Shopee endorsement ads can be sampled. The model used with path analysis and processed with Amos 24.0. The results of the study found that celebrity endorsement had a positive and significant effect on purchase intention, celebrity endorsement and purchase intention had a positive and significant effect on purchasing decisions, buying interest mediated the effect of celebrity endorsement on purchasing decisions by partial mediation.
Co-Authors Akyuni, Qurrata Arif Afendi Ariska, Emalia Aryanie, Irne FARADILLA, FARADILLA Firmansyah, Denny Gani, Azhari Hambali, Abdullah Harapan Harapan Haryani Haryani Haryani Idroes, Ghazi Mauer Jannah, Rizka Auliatul Kamil, Muhammad Firdaus Khairan Khairan Khalijah Awang Lala, Andi M. Rasyidin Maulana, Aga Mudatsir Mudatsir Muhsin Muhsin Mulyadi Mulyadi Musvira, Intan Nova Nova Purwaendah, Elisa Ramadhana, Ika F. Rinaldi Idroes Safri, Hayanuddin Safrina, Emi Saputra, Irwan Sihite, Perdana Liansyah Sulong, Zunaidah Yossadania, Asyriva Zalikha Zalikha, Zalikha Zinatul Hayati Zulfikar Zulfikar