PENGARUH TESTIMONI DAN CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE (Studi Pada Mahasiswa Universitas Samudra)

Authors

  • Indah Br Sembiring Universitas Samudra
  • Safrizal Safrizal Universitas Samudra
  • Rahmi Meutia Universitas Samudra

DOI:

https://doi.org/10.24114/niaga.v14i1.65061

Abstract

Menurut data SimilarWeb, 5 situs e-commerce kategori marketplace dengan pengunjung terbanyak di indonesia pada kuartal II 2023 adalah Shopee, Tokopedia, Lazada, Blibli, dan Buka lapak. aplikasi marketplace online yang memudahkan konsumen dan penjual dalam melakukan kegiatan kesepakatan jual beli dengan mudah, cepat, dan nyaman. Penelitian ini bertujuan untuk mengetahui pengaruh tetsimoni dan celebrity endorsement terhadap keputusan pembelian pada marketplace (studi pada mahasiswa Universitas Samudra). Penelitian ini menggunakan metode analisis regresi linear berganda. Dari hasil penelitain yang dilakukan hasil uji signifikansi pengaruh simultan dengan uji F, testimoni dan celebrity endorsement secara simultan berpengaruh terhadap keputusan pembelian.Berdasarkan hasil uji t, testimoni dan celebrity endorsement secara parsial berpengaruh terhadap keputusan pembelian. Hasil analisis koefisien determinasi dapat dijelaskan bahwa testimoni dan celebrity endorsement mempengaruhi keputusna pembelian pada marketplace (studi pada mahasiswa Universitas Samudra) sebesar 17% sedangkan sisanya 83% dipengaruhi oleh variabel lain yang tidak diteliti pada penelitian ini.   Keywords: Testimoni, Celebrity Endosment, keputusan pembelian

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Published

2025-04-26

Issue

Vol. 14 No. 1 (2025): NIAGAWAN VOL 14 NO 1 MARET 2025

Section

Articles

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Copyright (c) 2025 Indah Br Sembiring, Safrizal Safrizal, Rahmi Meutia

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