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All Journal ProBisnis : Jurnal Manajemen
Gusri, Kardandi
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Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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The Antecedents of Celebrity Endorser, Content Marketing and Lifestyle on Purchase Intention Gusri, Kardandi; Kamener, Dahliana; Irda, Irda; Kamela, Ice; Trianita, Mery
ProBisnis : Jurnal Manajemen Vol. 15 No. 6 (2024): December: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

The purpose of this study is to analyze the influence of celebrity endorser, content marketing, lifestyle on purchase intention in Bukalapak E-commerce. The case study was conducted in Padang City. The research method is quantitative by using a questionnaire as a data collection instrument. Technique of taking samples was using purposive sampling techniques for sampling obtained 81 respondents. Data was analyzed by using Smart-PLS. The results of this study indicate that the Celebrity Endorser variable has a significant effect on Purchase Intention, Content Marketing has a significant effect on Purchase Intention, And Lifestyle has no effect significantly on Purchase Intention.
Co-Authors Irda Irda Kamela, Ice Kamener, Dahliana Trianita, Mery