The Effectiveness of Celebrity Endorse, Content Marketing, and Electronic Word Of Mouth (E-WOM) on Purchase Decisions For Somethinc Products at Shopee
Efektivitas Celebrity Endorse, Content Marketing, dan Electronic Word Of Mouth (E-WOM) terhadap Keputusan Pembelian Produk Somethinc di Shopee
DOI:
https://doi.org/10.21070/ups.7000Keywords:
Celebrity Endorse, Content Marketing, Electronic Word Of Mouth (E-WOM), Purchase DecisionsAbstract
This study aims to describe the Effectiveness of Celebrity Endorse, Content Marketing, and Electronic Word Of Mouth (E-WOM) on the Decision to Purchase Somethinc Products at Shopee. Quantitative research was used in this study. Buyers of Somethinc products at Shopee were determined to be the population for this study. This research was conducted with a non probability sampling method with a purposive sampling technique of 100 respondents for the sampling technique. The data analysis technique for this study utilizes PLS - SEM with the support of SmartPLS 3.0 software. The results showed that Celebrity Endorse has a positive and significant effect on Purchasing Decisions for Somethinc products at Shopee, Content Marketing has a positive and significant effect on Purchasing Decisions for Somethinc products at Shopee, and Electronic Word Of Mouth (E-WOM) has a positive and significant effect on Purchasing Decisions for Somethinc products at Shopee.
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