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All Journal Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad Jurnal Soshum Insentif Jesya (Jurnal Ekonomi dan Ekonomi Syariah) MABIS: Manajemen dan Bisnis Business Innovation and Entrepreneurship Journal Jurnal Wacana Ekonomi Journal Civics and Social Studies Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik Jurnal E-Bis: Ekonomi Bisnis Journal of Economics and Business UBS SABBHATA YATRA : Jurnal Pariwisata dan Budaya ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING Journal of Research in Social Science and Humanities Jurnal Ekonomi Perjuangan (JUMPER) Jurnal DIALEKTIKA : Jurnal Ilmu Sosial Journal of International Conference Proceedings Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) JURNAL PARADIGMA: Journal of Sociology Research and Education Jurnal Wahana Akuntansi: Sarana Informasi Ekonomi dan Akuntansi Journal of Knowledge Management Journal Of Entrepeneurship and Strategic Management (JESM)
Nurhasan, Rohimat
Universitas Garut
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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Journal : Jurnal DIALEKTIKA : Jurnal Ilmu Sosial

 1 
The Influence Of Electronic Word Of Mouth And Celebrity Endorsment On Thepurchasing Decision Process Of “Emina” Tresnareta Budiman; Hapitalia H; Rohimat Nurhasan
Jurnal Dialektika: Jurnal Ilmu Sosial Vol. 21 No. 3 (2023): Jurnal Dialektika: Jurnal Ilmu Sosial
Publisher : Pengurus Pusat Perkumpulan Ilmuwan Administrasi Negara Indonesia (PIANI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/dialektika.v21i3.188

Abstract

This study aims to determine and analyze the effect of electronic word of mouth and celebrity endorsement on the purchasing decision process for Emina brand cosmetic products for millennial consumers, through social media in Garut Kota District. The data used in this study are primary data, the results of distributing questionnaires to 100 respondents of millennial age, born in 1981-2000 in Garut City District, using non-probability sampling and accidental sampling techniques. The independent variables in this study are electronic word of mouth (X1) and celebrity endorsement (X2), while the purchasing decision process is placed as the dependent variable (Y). Hypothesis testing was carried out using Structural Equation Modeling (SEM) PLS with the help of Smart PLS software version 3. The results showed that electronic word of mouth has a positive effect on the decision process to purchase Emina cosmetics for millennial consumers, through social media. Celebrity endorsement has a positive effect on the decision process for purchasing Emina cosmetics for millennial consumers through social media. Thus it can be concluded. that if the electronic word of mouth reviews are getting better or have a positive value, it will have a positive influence on the consumer purchasing decision process for Emina cosmetics, and if the celebrity endorsement is more attractive, or more popular, it will have a positive effect or encourage the Emina cosmetics purchasing decision process
Co-Authors Abdullah Ramdhani Ade Purnawan Adiatma, Dani Akmala Hadita Al Ghifari, Fahmi Ghaitsa Alkautsar, Muslim Amalya, Ananda Asep Saepuloh Aulia, Elvira Frischa Avianti, Novi Berliani, Syifa Bisma Ekalayang Ichanudin Cecep Selamet Cupiadi, Hedi Devianti Nurazizah Dhamayanty, Stanny Dian Nurdiansyah Diana, Didah Sadidah Dini Turipanam Alamanda Edi Suryadi Edi Suryadi, Edi Eeng Ahman, Eeng Fatria Dewi , Hesti Maharani Fikri Fahru Roji Fitrin Rawati Suganda Fuji Mahayati Gusti Hamdani, Nizar Alam Handayani, Tia Fitria Hapitalia H Hedi Cupiadi Hermina, Tinneke Hilman Rismanto Husni Muharam Kowiyanto Kurniawan, Deri Alan Lili Adi Wibowo Lusiana Nur Safitri Magnaz Lestira Oktaroza Maharani, Kartika Tri Maria Rahmawati Maulana Ramadan, Fajar Maulidiani, Alda Mega Silviani Gustari Meisi Martini Meli Kamila Muharwiyah Munawar, Soviyan Munawi, Ahmad Syarif Musaropah, Ucu Muslim Al Kautsar Mustofa Abror Nanda Karisa Sintia Dewi Nizmah Fitri Sani Nugraha, Rinda Nuroni, Rizqia Zahira Nursifa, Dea Oktaviani Nur Adzanni Prayoga, Cepi Juniar Putri, Ghendoek Sheila Rachmawati, Tiyara Rahayu, Ajeng Binda Rahma Anisatul Masriyah Raka Fazal Aula Ramadhan, Puji Indah Ramdhan, Yayang Iman Nur Rani Rahmayani Ratih Hendayani Ratna Wulandari Rawati Suganda, Fitrin Rendi Eka Herlinton Rima Rahmawati Riska Sukmawati Rismanto, Hilman Risnawati, Hesti Riyad Sabilul Muminin Riyan Faozy Rizki Maulana Roni Gunawan Rosandi, Rosandi Ilham Ramadan Sabilulmumin, Riyad Salsa, Salsabilla Sarah Nuraeni Sari, Intan Tenisia Prawita Sedyastuti , Kristina Selamet, Cecep Setiawan, Rahyuniati Sopiah, Sopiah Stanny Dhamayanty Suci Lestari Suwatno Suwatno Syamsu Yusuf Syarif Munawi, Ahmad Tatang Mulyana Tresnareta Budiman Tri Lestari, Febrianti Viana Nurul Khovifah Viani Khoerunnisa Wandini Rohmatin Sariyani Wati Susilawati, Wati Windi Yulianti Wufron Wufron Yhora Listy Adhara Yulianti, Windi Yusti Nur Annisa Yusuf LN, Syamsu YUSUF, RAMAYANI Zulfa, Hasna Nabila Zulfa, Siti Azizah