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All Journal Journal of Research in Business, Economics, and Education Journal of Business, Management, and Accounting Jurnal Multidisiplin Dehasen (MUDE) Jurnal Akuntansi, Manajemen dan Bisnis Digital Jurnal Dehasen Untuk Negeri IQTISHADequity jurnal MANAJEMEN Jurnal Dehasen Mengabdi Journal of Management, Economic, and Accounting Jurnal Semarak Mengabdi Jurnal Pusat Manajemen Jurnal Gotong Royong
Putra, Iswidana Utama
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Journal : Jurnal Multidisiplin Dehasen (MUDE)

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Model Keputusan Pembelian Produk Dengan Menggunakan Celebrity Endorse Pada Platform Tiktok Di Universitas Dehasen Bengkulu Kasari, Yosi; Irwanto, Tito; Putra, Iswidana Utama
Jurnal Multidisiplin Dehasen (MUDE) Vol 4 No 1 (2025): Januari
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/mude.v4i1.7454

Abstract

The development of digital technology, especially in social media such as TikTok, has brought significant changes in consumer behavior, especially in purchasing decisions for product. Along with the increase in social media, the presence of celebrity endorsers has a significant influence on consumer purchasing decisions. The purpose of this study is whether attractiveness, trustworthiness and expertise have an effect on purchasing decisions for product on Tiktok platform at Universitas Dehasen Bengkulu. This research method uses quantitative research and data collection using questionnaire techniques, with a sample of 120 respondents. The results showed that multiple linear regression Y = 20,924 + 0.253 X1 + 0.260 X2 + 2.546. Where the coefficient is positive, it means that there is a positive or unidirectional relationship between Celebrity Endorse variable (X1), Tiktok Platform (X2) value is 0 (zero), the purchasing decision (Y) Tiktok platform at Universitas Dehasen Bengkulu. The results show that the results of the Celebrity Endorse test (XI) show t count 3.894> t table 1.980 and sigfinication 0.000 t table 1.980 and sigfinication 0.005 2.45, it is concluded that it accepts the hypothesis, meaning that there is a simultaneous influence between Celebrity Endorse (XI), Tiktok Platform (X2) on purchasing decisions for Tiktok Platform at Universitas Dehasen Bengkulu. This can be seen at a significance level of 0.000 > 0,05.
Co-Authors Abdul Rahman Ahmad Soleh Alfarizi, Aldi Astuti, kamelia Augusta, Bella Bela, Sinta Bella, Ulvia Daely, Putri Aprili Fira, Tiara Elma Fitriani, Asty Eka Fitriano, Yun Gayatri, Ida Ayu Made Er Meytha Gustian, Ryan Handayani, Sri Handayani, Tita Hanila, Siti Harwini, Dewi Hendriansyah, Weko Herlina, Yeni Juniar, Intan Karona Cahya Susena, Karona Cahya Kasari, Yosi Lestari, Ayu Tri Marsanda, Marsanda Mochamad Samsi Nafturahma, Nadya Al Nirta Vera Yustanti Nopriansah Nurzam, Nurzam Patrisia, Eka Salsa Prawitasari, Andriyani Putra, Edo Agus Putri, Lydia Gustina Putri, Pongki Resmala Putri, Tiara Renita Putri, Yesi Sakina, Nabilla Dwi Sari, Dwi Mafika Satrya, Ridoh Abima Septiani, Elnita Sitorus, Petra Herlan Sulisti Afriani, Sulisti Sulistiani Sulistiani, Sulistiani Susanti, Melly Suwarni Suwarni Tito Irwanto, Tito Wagini Wagini, Wagini Wahyudi, Sampirman Wahyuni, Amalia Widhi Yanti, Dyah Agustin Wijaya, Ermy Wulandari, Melsa Yulianti, Oni Yusuf Wahyudi