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All Journal Journal of Economic, Bussines and Accounting (COSTING) JTM-ITI (Jurnal Teknik Mesin ITI) International Journal of Economics Development Research (IJEDR) Jurnal Mekanik Terapan E-Amal: Jurnal Pengabdian Kepada Masyarakat JIPITI: Jurnal Pengabdian kepada Masyarakat
Rasyid, Rulyenzi
Institut Teknologi Indonesia
Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Computer Science & IT Economics, Econometrics & Finance Education Energy Engineering Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mechanical Engineering Social Sciences Other

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Journal : International Journal of Economics Development Research (IJEDR)

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The Impact of Digital Marketing and Celebrity Endorsements on Consumer Purchase Intentions in the Modern Business Landscape Fajri, Muhammad Iqbal; Yudiandri, Tri Eko; Ratnawita, Ratnawita; Rasyid, Rulyenzi; Jati, Prihatina
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 2 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v6i2.7394

Abstract

The purpose of this research is to test the impact of digital marketing and celebrity endorsers on consumer purchasing interest in Wardah Brand Products. This research uses a quantitative method with regression analysis. The sampling technique in this research is using purposive sampling and the number of samples in this research is 110 respondents. The data were analyzed using Multiple linear regression analysis with the help of IBM SPSS 25. The results of this research show that digital marketing and celebrity endorsers have a positive and significant effect on consumer purchasing interest in Wardah Brand Products. The results of this study can be used as a reference for further researchers who will study similar problems.  
Co-Authors Abdul Rasyid Bethran Christofer Bobihu, Sri Wahyuni Israfatin Budiarto, Balla Wahyu Chandra, Dharnita Dian Ariani Fajri, Muhammad Iqbal Ginting, Helmina Br Ginting, Rudi Jati, prihatina Jusdienar, Akka Latifah Nomer, Felisitas Serena Perak Samosir Ratnawita Ratnawita Rustiawan, Indra Shaumiwaty, Shaumiwaty Siti Annisa Wahdiniawati, Siti Annisa Yudiandri, Tri Eko