ProBisnis : Jurnal Manajemen
Vol. 15 No. 6 (2024): December: Management Science

The Antecedents of Celebrity Endorser, Content Marketing and Lifestyle on Purchase Intention

Gusri, Kardandi (Unknown)
Kamener, Dahliana (Unknown)
Irda, Irda (Unknown)
Kamela, Ice (Unknown)
Trianita, Mery (Unknown)

Article Info

Publish Date
17 Dec 2024

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.

Copyrights © 2024




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
ProBisnis : Jurnal Manajemen
Website

Abbrev

ProBisnis

Publisher

Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Subject

Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

ProBisnis: The Management Journal was previously published in print, then in 2020 it was changed to online. This journal has ISSN: 2086-7654( Print) and ISSN: 2808-7240(Online). The scope of this journal is Economics, Management, Marketing, Strategic Management, Entrepreneurship, Leadership ...