International Journal of Economics Development Research (IJEDR)
Vol. 6 No. 2 (2025): International Journal of Economics Development Research (IJEDR)

The Impact of Digital Marketing and Celebrity Endorsements on Consumer Purchase Intentions in the Modern Business Landscape

Fajri, Muhammad Iqbal (Unknown)
Yudiandri, Tri Eko (Unknown)
Ratnawita, Ratnawita (Unknown)
Rasyid, Rulyenzi (Unknown)
Jati, Prihatina (Unknown)

Article Info

Publish Date
22 Mar 2025

Abstract

The purpose of this research is to test the impact of digital marketing and celebrity endorsers on consumer purchasing interest in Wardah Brand Products. This research uses a quantitative method with regression analysis. The sampling technique in this research is using purposive sampling and the number of samples in this research is 110 respondents. The data were analyzed using Multiple linear regression analysis with the help of IBM SPSS 25. The results of this research show that digital marketing and celebrity endorsers have a positive and significant effect on consumer purchasing interest in Wardah Brand Products. The results of this study can be used as a reference for further researchers who will study similar problems.  

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Journal Info
International Journal of Economics Development Research (IJEDR)
Website

Abbrev

ijedr

Publisher

Yayasan Pendidikan Riset dan Pengembangan Intelektual

Subject

Economics, Econometrics & Finance Social Sciences

Description

IJEDR focuses on economics, innovation, and investment. Dedicated to enhancing economics development a country, regional and the world in general. IJEDR invites papers on Economics field (Economic growth, Monetary and fiscal policy effect, Innovation practices, Innovation impact, Corporate finance, ...