Pengaruh Karakteristik Bintang Iklan dan E-Commerce terhadap Minat Beli Ulang Produk Fashion di Kota Madya Madiun

Rahayu, Endang Edi

Ekomaks : Jurnal Ilmu Ekonomi, Manajemen, dan Akuntansi
Vol 7, No 2 (2018): JURNAL EKOMAKS

The number of internet users is increasing, thus causing the rise of people buying online. Marketing via online is considered more practical and more attractive consumer.Online shopping is a relatively new thing in Indonesia.Konsumen feel the need to find information about the product offered.One product offered is a fashion product.Pemilihan celebrities as endoser is considered will affect the interest of purchase . Then the company must really understand the characteristics of celebrities that are used as advertising stars. The results show that partially and simultaneously, the characteristics of advertising and e-commerce stars have a significant effect on the interest of buy back of fashion products. And the dominant factor is e-commerce.Keyword: Advertising Star Characteristics, E-Commerce, Interest Of Buy Back of Fashion Product.