DOI of the published article https://doi.org/10.57178/paradoks.v8i2.1208
The Influence of Celebrity Endorsement, Marketing Content, and Electronic Word of Mouth on Fashion Product Purchase Decisions on TikTok for Students of Muhammadiyah University of Sidoarjo
Pengaruh Celebrity Endorsement, Content Marketing, dan Electronic Word of Mouth Terhadap Keputusan Pembelian Produk Fashion di TikTok pada Mahasiswa Universitas Muhammadiyah Sidoarjo
DOI:
https://doi.org/10.21070/ups.7935Keywords:
Celebrity Endorsement, Marketing Content, Electronic Word of Mouth (E-WOM), Buying Decision, TikTokAbstract
This study aims to analyze the influence of Celebrity Endorsement, Content Marketing, and Electronic Word of Mouth (E-WOM) on purchasing decisions for fashion products on the TikTok platform. The study method used is quantitative with multiple linear regression analysis techniques. Data collection through questionnaires distributed to 96 respondents who are students of the Muhammadiyah University of Sidoarjo. The results of the study show that partially, Celebrity Endorsement, Content Marketing, and E-WOM have a significant impact on purchasing decisions. Celebrity Endorsement has been proven effective in increasing consumer trust in products through the involvement of relevant celebrities, while Content Marketing plays a role in providing interesting. E-WOM is an important aspect in strengthening purchashing decisions through recommendations and testimonials from other users. Simultaneously, the three variables above provide a significant contribution to purchasing decisions, with a contribution figure of 60.2%, while the rest is influenced by other aspects outside this study.
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