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Nurul Hermina
Universitas Widyatama
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The Interrelations of Celebrityendorsement, Social Media Use, and Customer Engagement in Achieving Customer Purchase Decision Naila Syalsabila; Nurul Hermina
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 6, No 1 (2023): Budapest International Research and Critics Institute February: In Progress
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v6i1.7409

Abstract

This study investigates the effect of celebrity endorsement and social media use on customer engagement and consumer purchasing decisions. This research was conducted on consumers of culinary and fashion products of SMEs in West Java Province, with a total sample of 185 respondents. The data was collected using the survey method of distributing questionnaires to respondents. Furthermore, the data obtained were processed using PL S Software-Structural Equation Modeling. The research results show that: (1) the use of social media has a positive effect on the customer; (2) The role of celebrity endorsement has a positive effect on customer engagement; (3) Customer engagement has an impact on purchasing decisions; (4) Customer engagement mediates the relationship between social media use and consumer purchasing decisions, and (5) Customer engagement mediates the relationship between celebrity endorsement and consumer purchasing decisions.
Co-Authors Aan Suharto Aan Suharto Abdul Azis Adjeng Febrianti Alwi Alwi Andhi Sukma Ari Aprian Ferdiansyah Arifin, Mohamad Zainal Asep Mulyadi Asep Mulyadi Budiawan, Andi Cep Rian Sugianto Dadang Dally Dede Iskandar Dinata Deden Novan Deden Sutisna Deden Sutisna Dera Norma Koswara Dera Reggiana Dewi Oktari, Sari Dwi Utari, Anggita Eko Darmo Erik Ferdiyan Kurnia Harun Erwin Firdaus Erwin Firdaus Fadhlurrahmah, Sitti Nur Azmi Febrianti, Adjeng Mariana Firdaus, Erwin Galih Ray Cakrawinata Gempur Putra Pratama Gifhary, Muhammad Naufal Hardian, Reza Harun, Erik Ferdiyan Kurnia Hendra Widyan Rahmatsyah Herlina Herlina Herni Nurtini Herni Nurtini Hildegardis Mariana Luruk Berek Irvan Setiawan Iwan Kresna Setiadi Kusumawardana, Mohammad Fauzi La Ode Habibi Ade Jama Lia Yuliani Lia Yuliani Lilis Yuaningsih Luruk Berek, Hildegardis Mariana Lutfiansyah, Muhammad Maman Suratman Maman Suratman Marinda, Vina Silviani Maulana Hasanuddin, Maulana Mohd. Haizam Muhamad Rustandi Muhammad Lutfiansyah Naila Syalsabila Naila Syalsabila Nina Nurani Nina Nurani Novita, Renny Nugraha, Deden Novan Setiawan Nurani, Nina Nurhasanah Nurhasanah Nurhasanah Nurhasanah Oktari, Sari Dewi Oktavia Mulyani Rachmad Rasnova Rafi, Fathan Reggiana, Dera Rima Yhanti Rina Ramdani Rizqi Rahman, Ryan Ryan Rizqi Rahman Santoso, Anton Budi Setiawan, Fran Silviani Marinda, Vina Suganda, Uce Karna Supriyadi, Cecep Tirani Hikmah Nur Ulfah Tirtamentari, Dwi Palwanto Vina Dwi Mercuri Vina Dwi Mercuri Wardoyo, Teguh Wiguna, Budi Satria Yani Iriani Yenny Maya Dora Yuaningsih, Lilis Yulia Puspita Dewi Yusup Yusup