Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Mantik
Ilvi Nur Widiana
Universitas Nahdlatul Ulama’ Sidoarjo, Indonesia
Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The effect of celebrity endorsement and customer review on purchase interest with brand image as a mediating variable at e-commerce Shopee Ilvi Nur Widiana; Muhafidhah Novie
Jurnal Mantik Vol. 7 No. 4 (2024): February: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v7i4.4562

Abstract

This study aims to determine the effect of celebrity endorsement and customer reviews on buying interest with brand image as a mediating variable in shopee e-commerce. This type of research is quantitative with a descriptive approach. The research sample was 100 respondents. Data collection techniques using questionnaires. Data analysis techniques using path analysis. The results showed that 1) celebrity endorsment has a positive but insignificant effect on buying interest. 2) celebrity endorsment has a positive and significant effect on brand image.3) customer review has a positive and significant effect on purchase intention.4) customer review has a positive and significant effect on brand image.5) brand image has a positive and significant effect on purchase intention
Co-Authors Muhafidhah Novie