This study aims to determine the effect of Celebrity Endorser on elements of Brand Equity and its impact on purchasing decisions in one e-Commerce in Indonesia, Tokopedia. The number of samples in this study are 111 respondents who have used Tokopedia. The data collection method uses a questionnaire. In this study, Brand Equity itself divided into 4 dimensions hence the researchers look at the correlation between Celebrity Endorser and each dimension of Brand Equity, and purchase decision.
CITATION STYLE
Chandra*, Y., Willis, R., … Sfenrianto. (2020). The Effect Celebrity Endorser and Brand Equity to Purchase Decision in E- Commerce Tokopedia. International Journal of Recent Technology and Engineering (IJRTE), 8(6), 581–584. https://doi.org/10.35940/ijrte.f7423.038620
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