DOI of the published article https://doi.org/10.24905/permana.v17i3.1386
The Effect of Promotion, Easy on Transaction, and Celebrity Endorsement on Purchasing Decisions Fashion Thrift on Facebook Marketplace
Pengaruh Promosi, Kemudahan Transaksi, dan Celebrity Endorse Terhadap Keputusan Pembelian Fashion Thrift pada Marketplace Facebook
DOI:
https://doi.org/10.21070/ups.10222Keywords:
Promotions, Easy On Transactions, Celebrity Endorsement, Purchase Decision, Fashion ThriftAbstract
This study aims to analyze the influence of promotion, ease of transaction, and celebrity endorsement on the decision to purchase thrift fashion products on the Facebook Marketplace using an associative quantitative approach through the distribution of questionnaires to buyers of secondhand clothing. The results show that partially and simultaneously, the variables of promotion, ease of transaction, and celebrity endorsement have a positive and significant effect on purchasing decisions with a contribution value of 73%. Among these three factors, ease of transaction was found to be the most dominant element because it provides security guarantees through a joint account system and efficiency in the payment process. These findings confirm that interactive promotional strategies, practical transaction systems, and the use of appropriate public figures are key to building consumer trust and encouraging shopping activity on digital platforms.
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