International Journal of Artificial Intelligence Research
Vol 6, No 1.2 (2022)

Digital Marketing Study: The Role Of Country Of Origin, Product Quality And Celebrity Endorser On Purchase Decisions

Mohamad Najmudin (Janabadra University)
Minda Shalsyabila (Janabadra University)
Gunawan Bata Ilyas (Sekolah Tinggi Ilmu Ekonomi AMKOP Makassar)
Sulaiman Helmi (Binadarma University, Indonesia)

Article Info

Publish Date
28 Mar 2023

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.

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Journal Info
International Journal of Artificial Intelligence Research
Website

Abbrev

IJAIR

Publisher

STMIK Dharma Wacana

Subject

Computer Science & IT Electrical & Electronics Engineering

Description

International Journal Of Artificial Intelligence Research (IJAIR) is a peer-reviewed open-access journal. The journal invites scientists and engineers throughout the world to exchange and disseminate theoretical and practice-oriented topics of Artificial intelligent Research which covers four (4) ...