Jurnal Informatika Ekonomi Bisnis
Vol. 5, No. 3 (September 2023)

Analisis Celebrity Endorsment terhadap Keputusan Pembelian Pelanggan Online Shop Shopee dengan Minat Beli sebagai Variabel Intervening

Firmansyah, Denny (Unknown)
Haryani (Unknown)
Safrina, Emi (Unknown)
Diah, Muhammad (Unknown)

Article Info

Publish Date
27 Aug 2023

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.

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Journal Info
Jurnal Informatika Ekonomi Bisnis
Website

Abbrev

infeb

Publisher

Asia Pacific Network for Sustainable Agriculture, Food and Energy

Subject

Economics, Econometrics & Finance

Description

The Jurnal Informatika Ekonomi Bisnis (INFEB) is an interdisciplinary journal. It publishes scientific papers describing original research work or novel product/process development. The objectives are to promote an exchange of information and knowledge in research work, and new ...