The Impact of Online Customer Reviews, E-Service Quality, Celebrity Endorsement and Tagline on Purchasing Decisions

Abstract

This study aims to analyze the influence of online customer reviews, e-service quality, celebrity endorser, and tagline on Shopee purchasing decisions for teenagers in Kebumen City. This study uses quantitative research methods, sampling techniques using non probability sampling with purposive sampling technique. The sample in this study are 125 respondents. The results of this study explain that online customer review, e-service quality, celebrity endorser, and tagline variables simultaneously have a significant effect on purchasing decisions. Online customer reviews partially had a positive and significant effect on purchasing decisions. E-service quality partially had no significant effect on purchasing decisions. Celebrity endorser partially had no significant effect on purchasing decisions. Tagline partially had a positive and significant effect on purchasing decisions