DAMPAK CELEBRITY ENDORSE DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA SITUS BELANJA ONLINE SHOPEE (Studi Kasus pada Mahasiswa/i Semester VIII T.A. 2023/2024  di STIE Sultan Agung)

Ellys Ratna Sari Saragih; Efendi Efendi; Marisi Butarbutar

Ellys Ratna Sari Saragih Sekolah Tinggi Ilmu Ekonomi Sultan Agung
Efendi Efendi Sekolah Tinggi Ilmu Ekonomi Sultan Agung
Marisi Butarbutar Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Keywords: Celebrity Endorsement, Word of Mouth, Purchasing Decisions

Abstract

Objectives of the Research: 1. To provide an overview of the effects of Celebrity Endorsements and Word of Mouth on purchasing decisions on the Shopee online shopping platform, specifically among Semester VIII students for the Academic Year 2023/2024 at STIE Sultan Agung. 2. To assess the impact of Celebrity Endorsements and Word of Mouth on purchasing decisions on the Shopee online shopping platform, both individually and collectively. Methodology: This study employs a combination of library and field research methodologies. The population and sample consist of 72 respondents. The research utilizes both qualitative and quantitative data types, sourced from primary and secondary data. Data collection methods include questionnaires, documentation, and interviews. The research instruments underwent validity and reliability testing, while data analysis involved normality tests, qualitative descriptive analysis, and quantitative descriptive analysis. Results:The findings of this research can be summarized as follows: 1. Celebrity endorsements and word of mouth are assessed as very effective, leading to favorable purchasing decisions. 2. There is a positive correlation between celebrity endorsements and word of mouth regarding purchasing decisions. 3. A strong relationship exists between celebrity endorsements and word of mouth, significantly influencing purchasing decisions. The variations in purchasing decisions can be attributed to these endorsements and word of mouth. 4. The null hypothesis (HO) is rejected, indicating that both celebrity endorsements and word of mouth have a positive and significant impact on purchasing decisions, both simultaneously and individually.

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