Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal E-JRM
Rachmatika, Fera
Unknown Affiliation
Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
Pengaruh Social Media Marketing, Viral Marketing dan Celebrity Endorser terhadap Keputusan Pembelian Produk Fashion RS31 Shop House pada E-Commerce Shopee Rachmatika, Fera; Maslichah, Maslichah; Amin, Muhammad Sirojuddin
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 13 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Abstract The purpose of this study was to determine how social media marketing, viral marketing, and celebrity endorsers influence consumer decisions in buying RS31 Shop House fashion products at Shopee. Purposive sampling is the sampling technique used in this quantitative research. Thus, the sample of this study consisted of 85 respondents. Multiple linear regression analysis was used in this study. The results showed that social media marketing (X1), viral marketing (X2), and celebrity endorsers (X3) simultaneously had a positive and significant effect on purchasing decisions for RS31 fashion products from Shopee e-commerce. Partially, purchasing decisions are positively and significantly influenced by social media marketing (X1), viral marketing (X2), and celebrity endorsers (X3). Keywords: social media marketing, viral marketing, and celebrity endorsers
Co-Authors Amin, Muhammad Sirojuddin Maslichah, Maslichah