1Tri Septin Muji Rahayu, 2Fita Rizki, 3M Agung Mifftahuddin, 4Hengky Widhiandono
1,2,3,4Faculty Economic and Business , Universitas Muhammadiyah Purwokerto
DOI : https://doi.org/10.47191/ijmra/v6-i11-18Google Scholar Download Pdf
ABSTRACT:
This study aims to analyze the influence of online customer reviews, e-service quality, celebrity endorser, and tagline on Shopee purchasing decisions for teenagers in Kebumen City. This study uses quantitative research methods, sampling techniques using non probability sampling with purposive sampling technique. The sample in this study are 125 respondents. The results of this study explain that online customer review, e-service quality, celebrity endorser, and tagline variables simultaneously have a significant effect on purchasing decisions. Online customer reviews partially had a positive and significant effect on purchasing decisions. E-service quality partially had no significant effect on purchasing decisions. Celebrity endorser partially had no significant effect on purchasing decisions. Tagline partially had a positive and significant effect on purchasing decisions
KEYWORDS:Online Customer Review, E-Service Quality, Celebrity Endorser, Tagline and Purchase decisions
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Volume 06 Issue 11 November 2023
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