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Yenni Yenni
Pendidikan Matematika FKIP Universitas Muhammadiyah Tangerang
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Journal : Asian Journal of Social and Humanities

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The Influence of Celebrity Endorser, Price, and Social Media on Purchase Decisions Mediated by Brand Image (Empirical Study: Shopee Consumers in Jakarta) Yenni, Yenni; Sugiyanto, Liem Bambang
Asian Journal of Social and Humanities Vol. 2 No. 1 (2023): Asian Journal of Social and Humanities
Publisher : Pelopor Publikasi Akademika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59888/ajosh.v2i1.143

Abstract

This study aims to identify the factors influencing purchasing decisions on the shopee e-commerce platform. It analyzed factors such as celebrity endorser, price, and social media influence the purchase decision in Jakarta City, both directly and indirectly mediated by brand image. The research used quantitative methods and was processed using AMOS. The survey was conducted on 15o respondents who met the respondent criteria using purposive, non-probability sampling. The research found that celebrity endorsers and social media did not significantly influence the purchase decision. Meanwhile, price and brand image had a significant influence on purchase decisions. However, after being mediated by brand image, celebrity endorsers showed a more significant influence on purchase decisions. Social media also showed a more significant influence on purchase decisions. In contrast, price's influence on purchase decisions was less significant even after being mediated by brand image. The limitation of the research was the limited respondents, with 150 respondents domiciled in Jakarta who had purchased on the shopee e-commerce platform. This research could be generalized more widely if the samples were taken not only from Jakarta City. The implications of this research provided managerial contributions to the online shop industry, especially an overview of online consumer behavior and an understanding of the factors influencing increased purchase decisions, such as celebrity endorsers, prices, social media, and brand image, so merchants can develop a business strategic plan that aligns with internal and external company conditions.
Co-Authors Abdul Baist Ahmad Iklil Asfari Ahmad Syahrian Siregar, Ahmad Syahrian Alwizra, Alwizra Amin Hou Aminudin, Wan Sofea Adlin Binti Wan Andi Alim, Andi Andoko Andoko, Andoko Andriyani, Retno Angka, Andi Tenri Apella, Meli Aria Wahyuni Arifin Arifin Arnianti Arnianti Artanti Puspita Sari Asyifa Khoirunninsa Asyifa Khoirunnisa Azhar, Arry Ptriasurya Azwi, Arfina Indah Bachri, Yasherly Bianti, Nur Bimantara, Dhimas Sigit Bukman Lian, Bukman Damayanti, Desyka Davina Dewi Hartana Deby S O Pasaribu Dewi Purnamawati Dian Nopitasari Dinda Ayu Amalia Dini Qurrata Ayuni Ega Evinda Putri Eka Rachma Kurniasi EKA RACHMA KURNIASI Fadillah, Ahmad Fadillah, Ahmad Faizin, Nurul Farid Tri Ribkyansyah Fatmawati, Leni Firmansyah, Muhammad Arie Fitria, Mita Fitriani, lina Fransisca, Angeline Ginting, Firnando Hafizh, Lutfi Taufiqul Hairul Saleh Hamdan Hamdan Harliantara Harliantara Hartana, Davina Dewi Hartantri, Saktian Dwi Hidayat, Elin Intan Purnama Sari Irvandi, Dede Iskandar, M. Yakub Iswandi Iswandi Iswandi Jayanti, Ade Indra Juliwis Kardi Kencana Herdianto Eling Asmara Khomarudin, Agus Nur Krisky Mulyani, Yunda Kurnia, Ridho Lario, Shevani Hoa Tio Lely Lailatus Syarifah Leni Marlina Lilia, Wirda LINA SUSANTI Lorensa, Sisi Marda Louis Louis, Louis Lutfiyani, Lutfiyani Mandasari, Junika Mardison, Lydia Marhum, Sultan Setiawan Marwah Marwah Mawardi Meliyantari, Resti Mochammad Dawam Maghfoer Muhammad Reza Ningrum Widaningsih Nisvu Nanda Saputra Nofrizal Nofrizal Nopitasari, Dian Novita, Rini Nunun Barunawati, Nunun Nurahma, Nurahma Nurhuda Nurhuda Oktavia, Minda Pradja, Barra P Pratama, Wira Agung Prawidi Wisnu Subroto Purmini, Purmini Putri, Silvi Elya Raditya, Aji Rahmadi Rahmadi Rahmah, Adnin Ratna Dewi Reni Reni, Reni Retno Andriyani Rika Sukmawati Rina Novita Rini Susana Rini, Candra Puspita Rofi’i, Aby Yazid Al Busthomy Rola Oktorina NE Romy Aulia Rosalia Erta Prawesti Rosita Rosita Rosita Ruqiah Ganda Putri Panjaitan Sabriana, Riska Saeri Sagiman, Saeri Safitri, Rani Safitri, Rika Ayu Sahira, Syarifah Saktian Dwi Hartantri Salman Salman Saputra, Andri Dwi sar'an, Sar’an Saranianingsi, Ullin Satria, Frinan SATRIA, FRIYAN Sayuti, Imam Septiana, Yuda Dina Septiana, Yulda Dina Septiani, Uray Rina Setiyawati, Neni Shinta Anjani Nura Sigit Raharjo Sinta Westika Putri Sinuhaji, Frans G Sormin, Partogian Sriwardona Subroto, Prawidi Wisnu Sugiyanto, Liem Bambang Sukma Wira, Andre Sukmawati, Rika Sukmawati, Rika Suwandi N Syofrianisda, Syofrianisda Syukriadi, Syukriadi Taufik Hidayat Tumiang, Kresensia Imakulata Ummu Kalsum Utami, Anisa Sri vianis, okta Waldi Rahman Westi Bilda, Westi Wista Kumala Dewi Wiwit Febrina Yanti, Nova Dwi Yeni Nuraeni Yoyoh Fathurrohmah Zamli Zulaikha Zulaikha