ANALISIS PENGARUH TESTIMONI , ULASAN, DAN ENDORSEMENT TERHADAP MINAT BELI ULANG KONSUMEN PADA TOKO SEIKAT KEMBANG KOTA MADIUN

Ego Dwi Saputra, Apriyanti Apriyanti

Abstract


Many online business people use social media promotion methods such as Testimonials, Reviews, and Endorsements for their merchandise. Therefore, this study aims to determine the effect of Testimonials, Reviews, and Endorsements on one of the flower shops in Madiun City, namely Toko Seikat Kembang. This study uses a quantitative approach with a survey method. Data collection was carried out by distributing questionnaires via a Google form link. Researchers used SPSS version 27 to analyze the data. So researchers get results that each variable such as Testimonials, Reviews, and Endorsements has a positive and significant effect on consumer Repurchase Interest. For further researchers who will conduct related research, it is hoped that they can develop research, the objectives to be studied, and to be more focused on what will be studied.

Keywords: Testimonials, Reviews, Endorsements, Repurchase Interest


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References


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Faisol.F. (2020). Pengaruh Harga, Ulasan Produk, Kemudahan Akses, Pengalam Berbelanja Dan Kepercayaan Konsumen Terhadap Minat Beli Konsumen Toko Online Bukalapak. Jurnal Ekonomi Mahasiswa. Vol.1,No.2. Maret 2020.

Farouq & Rusdi.F. (2022). Pengaruh Celebrity Endorsement terhadap Minat Beli Konsumen (Studi Kasus Erigo Apparel). Kiwari. Vol. 2, No. 1, Maret 2023, Hal 62-67

Saripa, (2019), Pengaruh Ulasan dan Penilaian produk Terhadap Keputusan Pembelian Melalui Tokopedia (Studi Kasus 3 Kecamatan di Kota Makasar). Skripsi. Sekolah tinggi Ekonomi Nobel Indonesia


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