The Influence of Celebrity Endorser, Electronic Word of Mouth and Promotion on Consumer Purchase Interest in Erigo Productsin Sidoarjo
Pengaruh Celebrity Endorser, Electronic Word of Mouth dan Promosi terhadap Minat Beli Konsumen pada Produk Erigo di Sidoarjo
DOI:
https://doi.org/10.21070/ups.3926Keywords:
Celebrity Endorser, Electronic Word of Mouth, PromotionAbstract
Purchase interest is consumer behavior where consumers have the desire to choose and consume a product. Purchase interest will arise if a consumer has an influence on the quality and qualities of a product and product information. This purchase interest occurs because there is a positive attitude towards each customer towards a product which results in an interest in purchasing the product or brand. The aim of this research is to ascertain whether there is a partial influence between the variables celebrity endorser, word of mouth, and promotion on purchasing interest. This research uses quantitative research with a sample determination method using purposive sampling using the Lemeshow formula with a sample size of 96 respondents. Then a hypothesis test is carried out, the hypothesis test consists of t-statistics using the Smart Partial Last Squere (SmartPLS) software application.
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