Keputusan Pembelian melalui Marketplace Shopee ditinjau dari Celebrity Endorser, Online Customer Review dan Rating

Abstract

This  study aims  to  determine  whether  there   is  a  significant  influence  between the  celebrity endorser,  online  customer review,  and  rating   variables  on  purchasing  decisions  through  the  shopee marketplace  for  high  school  students in  Surakarta. The  method used is  a  quantitative  method. The population in this study were high school students in Surakarta and the sample used was 100 respondents. The sampling technique in this study is non-probability sampling with a purposive sampling approach. The types of data used in this study are primary data and  secondary data. The data collection technique uses observation,  documentation,  questionnaires,  and  literature  studies.  The  data analysis  technique  in this study is the classical assumption test, multiple  linear regression and the coefficient of determination. The results of this study stated  that  the  celebrity  endorser variable  had  a positive and  significant effect on purchasing decisions because the  results of SPSS  calculations obtained t count  > t table  (5.965>  1.985) and  sig.  of 0.000  is  less  than  0.05.  The  online  customer review  variable  has a  positive  and  significant effect  on   purchasing  decisions  because  the   SPSS   calculation  results  obtained  t  count   >  t  table (3.481>1.978) and  sig. of 0.001  is smaller than  0.05.  While the  rating  variable  is also stated to  have  a positive and significant effect on purchasing decisions because the results of SPSS calculations obtained t count  > t table  (3.453>1.978) and sig. of 0.001  is smaller than 0.05.  Keywords: Purchase Decision, Celebrity Endorser, Online Customer Review, Rating.