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All Journal Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Hanum San Sabillah
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Economics, Econometrics & Finance

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PENGARUH CELEBRITY ENDORSER, BRAND IMAGE, WORD OF MOUTH, KUALITAS WEBSITE, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TOKOPEDIA Muhani; Hanum San Sabillah
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 4 No. Spesial Issue 3 (2022): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (331.016 KB) | DOI: 10.32670/fairvalue.v4iSpesial Issue 3.1163

Abstract

This study aims to analyze the effect of Celebrity Endorser, Brand Image, Word of Mouth, Website Quality, and Price Perception on Purchase Decisions on E-commerce Tokopedia. The population in this study were all people of DKI Jakarta Province who shopped at Tokopedia. The results showed that Celebrity Endorser, Brand Image, Word of Mouth, Website Quality, and Price Perception had a positive and significant effect on Purchase Decisions on E-commerce Tokopedia.
Co-Authors Muhani