Examining the Effects of Celebrity Endorsement and Promotional Strategies on Consumer Purchase Decisions in The Tokopedia Marketplace

Rani Ramdayani; Yenia  Endriastuty; Zaenah

doi:10.37403/strategic.v6i2.516

Rani Ramdayani STIE Dharma Agung
Yenia Endriastuty STIE Dharma Agung
Zaenah STIE Dharma Agung

DOI: https://doi.org/10.37403/strategic.v6i2.516

Abstrak

Consumer purchase decisions within online marketplace platforms are shaped by various marketing initiatives, particularly celebrity endorsement and promotional programs. This research investigates the extent to which these two marketing variables contribute to purchase decisions among Tokopedia users. The study was conducted among employees of PT. MEI Line Mecha who actively utilize Tokopedia for online shopping activities. A quantitative approach employing a descriptive research design was adopted. Primary data were gathered through questionnaires distributed to 93 respondents selected according to the established research criteria. Data processing and hypothesis testing were carried out using SPSS through a series of analytical procedures, including validity and reliability assessments, classical assumption testing, multiple linear regression analysis, partial and simultaneous significance tests, and coefficient of determination analysis.

The empirical findings demonstrate that Celebrity Endorsement contributes positively to consumer Purchase Decision. Likewise, Promotion was found to encourage stronger purchasing tendencies among marketplace users. Simultaneous testing further reveals that Celebrity Endorsement and Promotion collectively explain a substantial proportion of variation in Purchase Decision on the Tokopedia platform. These findings highlight the strategic value of employing influential public figures alongside attractive promotional offerings to strengthen consumer engagement and stimulate purchasing behavior within the highly competitive e-commerce environment.

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