DOI of the published article https://doi.org/10.57178/paradoks.v8i3.1364
Analysis of Customer Review, Brand Image and Celebrity Endorser on Decisions to Purcase Luxcrime Products at Tiktok Shop
Analisis Customer Review, Brand Image dan Celebrity Endorser terhadap Keputusan Pembelian Produk Luxcrime Di Tiktok Shop
DOI:
https://doi.org/10.21070/ups.8623Keywords:
Customer Review, Brand Image, Celebrity Endorser, Purchasing DecisionAbstract
The purpose of this study is to test and analyze Customer Reviews on purchasing decisions, analyze Brand Image on purchasing decisions, and analyze Celebrity Endorsers on purchasing decisions. This research is classified as quantitative research. The sample used in this study was 100 respondents from Luxcrime users on TikTok Shop. The data collection method used was a questionnaire. The sampling technique used was a non-probability sampling technique. Data analysis used validity tests, reliability tests, normality tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression tests, T tests, F tests, coefficient of determination tests using SPSS version 25 to process the data. The results of this study are Customer Reviews, Brand Image and Celebrity Endorsers have a significant effect on purchasing decisions.
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