International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Vol. 4 No. 4 (2025): MARCH

THE INFLUENCE OF CELEBRITY ENDORSERS, ADVERTISING AND CREATIVE SALES PROMOTION ON PURCHASE INTENTION IN E-COMMERCE

Teuku Zulkarnaen (Unknown)
Yayang Tiara (Unknown)
Mariyudi (Unknown)
Heriyana (Unknown)

Article Info

Publish Date
22 Apr 2025

Abstract

The aim of this study is to understand consumer intentions to purchase, with the aim of predicting future consumer behavior in shopping online. The research results show that advertising has a positive and significant effect on purchase intentions in E-commerce in Lhokseumawe City. Advertising also has an important role in shaping consumer perceptions of the quality and reliability of products sold on Shopee. Creative sales promotion and Celebrity endorsement have a significant impact on purchasing intentions for e-commerce. It is also reflected in increased awareness, positive changes in attitudes towards the brand, increased consumer confidence, and ultimately, influence on purchasing decisions.

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Journal Info
International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Website

Abbrev

ijset

Publisher

CV. RADJA PUBLIKA

Subject

Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education

Description

International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) is an international journal that publishes popular articles in the fields of Social Science, Education, Economics, Agricultural Research, and Technology. IJSET is published every month in ...