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All Journal International Journal of Artificial Intelligence Research
Gunawan Bata Ilyas
Sekolah Tinggi Ilmu Ekonomi AMKOP Makassar
Computer Science & IT Electrical & Electronics Engineering

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Journal : International Journal of Artificial Intelligence Research

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Digital Marketing Study: The Role Of Country Of Origin, Product Quality And Celebrity Endorser On Purchase Decisions Mohamad Najmudin; Minda Shalsyabila; Gunawan Bata Ilyas; Sulaiman Helmi
International Journal of Artificial Intelligence Research Vol 6, No 1.2 (2022)
Publisher : International Journal of Artificial Intelligence Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v6i1.2.457

Abstract

This study This study aims to determine the effect of country of origin, product quality, and celebrity endorser on purchasing decisions of Nature Republic Aloe Vera Soothing Gel in Yogyakarta. Samples were taken as many as 112 respondents using purposive sampling technique. The population in this study were all users of Nature Republic Aloe Vera Soothing Gel products in Yogyakarta. Multiple linear regression analysis was used to test the hypothesis of this study. The results of this study indicate that country of origin and product quality have a positive effect on purchasing decisions, while celebrity endorsers have no effect on purchasing decisions.
Co-Authors Minda Shalsyabila Mohamad Najmudin Sulaiman Sulaiman