The Influence of Content Marketing, Celebrity Endorsement, and e-WOM On Product Purchasing Decisions at Shopee (Study on Students of Muhammadiyah University Sidoarjo)
Pengaruh Content Marketing, Celebrity Endorsement, dan e-WOM Terhadap Keputusan Pembelian Produk di Shopee (Studi pada Mahasiswa Universitas Muhammadiyah Sidoarjo)
DOI:
https://doi.org/10.21070/ups.4461Keywords:
Content Marketing, Celebrity Endorsement, E-wom, Purchasing DecisionsAbstract
The purpose of this study was to analyze the effect of the variables Content Marketing (X1), Celebrity Endorsement (X2), and e-WOM (X3) on purchasing decisions (Y) product at Shopee. The research method used is quantitative research, the measurement scale is carried out using a Likert scale, the populationin this study were Shopee consumers with a total sample of 100 respondents. The method used to analyze is Accidental Sampling and data collection using a questionnaire. Then the data is processed using IBM SPSS Version 25. The results of this study are Content Marketing, Celebrity Endorsement, and E-WOM have a positive and significant effect on Purchasing Decisions. This statement is evidenced bye the t-count result of Content Marketing of 2,958, the t-count result of Celebrity Endorsement of 2,013, and the t-count result of e-WOM of 6,146.
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