The Influence of Celebrity Endorsers and Product Reviews on Shopee Consumers' Buying Interest in Palembang City


Authors : Try Wulandari, S.E., M.Fin

Volume/Issue : Volume 6 - 2021, Issue 6 - June

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/3yZZEhR

This study aims to analyze the effect of celebrity endorsers and product reviews on the buying interest consumers through Shopee in the city of Palembang. The key objectives of this study is to explore the factors of consumers’ buying interest so that sellers know which factor they can examine to improve their sales and profit. This study is a quantitative research which uses multiple linear regression analysis to examine data from 133 respondents. Respondents are college students from three different private university in Palembang city. The data obtained then processed by software SPSS 24 and Microsoft excel. There are some tests have been done in this research such as reliability test, validity test, t test, f test, and correlation test for each variable. The results showed that the celebrity endorser and product review have a positive and significant effect on consumer buying intention, both partially and simultaneously. The result also shows that 64% of consumers’ buying interest is affected by celebrity endorser and product review while the rest is affected by other factors that are not included in this research.

Keywords : Celebrity Endorser, Consumer Buying Intention, Review Product

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31 - October - 2021

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