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Hasan Saputra(1
),
(1) Program Studi Manajemen, Fakultas Bisnis dan Akuntansi, Universitas Katolik Musi Charitas, Palembang,
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Available online: 2025-01-12 | Published : 2025-01-12
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Abstract
In the modern era, the increasing number of fashion business actors in Indonesia who utilize Instagram and Tiktok as a means of promotion has created a lot of competition. Thus, business actors must be careful in choosing Celebrity Endorsers to attract consumer interest. Therefore, this study aims to prove the Influence of Celebrity Endorsers and Brand Image on Purchase Decisions for Online Fashion Shop Products in Palembang City. The variables used in this study are Celebrity Endorsers and Brand Image, and Purchase Decisions for Online Fashion Shop Products. The data used is Primary Data. The population in this study is Purchases of Online Fashion Shop Products in Palembang City. The sampling technique used is the Purposive Sampling Method and 100 respondents were obtained for Purchases of Online Fashion Shop Products. Hypothesis testing was carried out using Multiple Linear Regression Analysis. The results of the study showed that Celebrity Endorsers have a positive effect on Purchase Decisions for Online Fashion Shop Products, and Brand Image has a positive effect on Purchase Decisions for Online Fashion Shop Products.City.
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References
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