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All Journal Jurnal Siasat Bisnis JURNAL PENGABDIAN KEPADA MASYARAKAT Journal of ICSAR Syntax Literate: Jurnal Ilmiah Indonesia Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi Journal of Economic, Bussines and Accounting (COSTING) Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship Almana : Jurnal Manajemen dan Bisnis Ekonomi dan Bisnis Jurnal Manajerial JENIUS (Jurnal Ilmiah Manajemen Sumber Daya Manusia) Jurnal Ekonomi Manajemen Sistem Informasi Dinasti International Journal of Education Management and Social Science Jurnal Riset Bisnis dan Manajemen MANNERS Management and Entrepreneurship Journal Abdimas Galuh: Jurnal Pengabdian Kepada Masyarakat JIIP (Jurnal Ilmiah Ilmu Pendidikan) TECHNO-SOCIO EKONOMIKA Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) INVEST : Jurnal Inovasi Bisnis dan Akuntansi Quantitative Economics and Management Studies Jurnal Riset Ilmu Ekonomi Jurnal Abdimas Bina Bangsa Kontigensi: Jurnal Ilmiah Manajemen Asian Management and Business Review Jurnal Ilmu Manajemen Advantage Jurnal Inovasi Masyarakat Prisma Sains: Jurnal Pengkajian Ilmu dan Pembelajaran Matematika dan IPA IKIP Mataram SENTRI: Jurnal Riset Ilmiah Journal of Educational Management Research Multifinance IJSS El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
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 Abdul Azis Alwi Alwi Andhi Sukma Ari Aprian Ferdiansyah Arifin, Mohamad Zainal Asep Mulyadi Asep Mulyadi Budiawan, Andi Dadang Dally Darmo, Eko Dede Iskandar Dinata Deden Novan Deden Sutisna Deden Sutisna Dera Reggiana Dewi Oktari, Sari Dora, Yenny Maya Dwi Utari, Anggita Erik Ferdiyan Kurnia Harun Erwin Firdaus Fadhlurrahmah, Sitti Nur Azmi Febrianti, Adjeng 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 Iriani, Yani 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 Muhammad Lutfiansyah Naila Syalsabila Naila Syalsabila Nina Nurani Novita, Renny Nugraha, Deden Novan Setiawan Nur Ulfah, Tirani Hikmah Nurani, Nina Nurhasanah Nurhasanah Nurhasanah Nurhasanah Oktari, Sari Dewi Oktavia Mulyani Rafi, Fathan Reggiana, Dera Rima Yhanti Rizqi Rahman, Ryan Rustandi, Muhamad Ryan Rizqi Rahman Santoso, Anton Budi Setiawan, Fran Silviani Marinda, Vina Suganda, Uce Karna Supriyadi, Cecep Tirtamentari, Dwi Palwanto Vina Dwi Mercuri Wardoyo, Teguh Wiguna, Budi Satria Yuaningsih, Lilis Yusup Yusup