Pengaruh Celebrity Endorser Dan Electronic Word Of Mouth Terhadap Purchase Decision Pada Pelanggan Tokopedia

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Celebrity Endorser dan Electronic Word of Mouth terhadap Purchase decision pada pelanggan Tokopedia. Jenis penelitian ini adalah kuantitatif dan menggunakan metode analisis deskriptif. Teknik analisis data yang digunakan adalah analisis regresi linear berganda. Berdasarkan hasil penelitian dapat disimpulkan bahwa tanggapan responden terhadap variabel Celebrity Endorser termasuk dalam kategori sangat baik, Variabel Electronic Word of Mouth termasuk dalam kategori baik dan variabel purchase decision termasuk dalam kategori sangat baik. Kesimpulan penelitian ini adalah Celebrity Endorser dan Electronic Word of Mouth berpengaruh terhadap purchase decision pada pelanggan Tokopedia dengan persentase sebesar 52.6%, dan sisanya sebesar 47,4% diperngaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Hasil tersebut dapat diartikan dengan semakin baik celebrity endorser dan electronic word of mouth yang dimiliki Tokopedia maka akan semakin baik juga purchase decision konsumen di Tokopedia. Kata Kunci:Celebrity Endorser, Electronic Word Of Mouth Purchase decision, dan Marketing ABSTRACT This study aims to determine the effect of Celebrity Endorser and Electronic Word of Mouth on Purchase decision on Tokopedia customers. This type of research is quantitative and uses descriptive analysis methods. The data analysis technique used is multiple linear regression analysis. Based on the results of the study it can be concluded that the responses of respondents to the Celebrity Endorser variable are included in the excellent category, Variable Electronic Word of Mouth is included in the good category and the variable purchase decision process is included in the excellent category. The conclusion of this study is that Celebrity Endorser and Electronic Word of Mouth affect the purchase decision on Tokopedia customers with a percentage of 52.6%, and the remaining 47.4% is influenced by other variables not examined in this study. These results can be interpreted as the better the celebrity endorser and electronic word of mouth owned by Tokopedia, the better the purchase decision of consumers on Tokopedia. . Keywords: Electronic Word Of Mouth, Marketing, Purchase decision and Celebrity Endorser.