JURNAL ILMIAH KOHESI
Vol 7 No 2 (2023): JURNAL ILMIAH KOHESI

DETERMINASI KEPUTUSAN PEMBELIAN PADA KONSUMEN PRODUK DISTRO DI KOTA MEDAN

AULIA ARIEF NASUTION (FAKULTAS EKONOMI BISNIS, UNIVERSITAS HARAPAN MEDAN, MEDAN, INDONESIA)

Article Info

Publish Date
18 Apr 2023

Abstract

This study aims to examine the influence of Celebrity Endorse, Social Environment and Electronic Word of Mouth on Purchasing Decisions. This research uses a type of causality research. The research population is 150 distro consumers in Medan City. Determination of the number of samples using the slovin method so that a total sample of 109 people was found, sampling using simple random sampling. The data analysis technique uses multiple linear regression analysis using the SPSS application. The results of this study indicate that celebrity endorsements and electronic word of mouth have a positive and significant effect on purchasing decisions. While the social environment has no significant effect on purchasing decisions.

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Journal Info
JURNAL ILMIAH KOHESI
Website

Abbrev

JIK

Publisher

LP2MTBM MAKARIOZ

Subject

Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Nursing Public Health Social Sciences Veterinary Other

Description

JURNAL ILMIAH KOHESI, isrefereed and peer reviewed journal, which is designed to publish research articles in Engineering & Technology, Mathematics, Management, Medical Sciences, Medicine, Social Science, Education, Agriculture, Geography, Advertising, Accounting & Finance, Botany, Business ...