THE INFLUENCE OF E-WOM, SOCIAL MEDIA PROMOTION, AND CELEBRITY ENDORSERS ON PRODUCT PURCHASE DECISIONS

Yinta Divaya Andini, Hari Purwanto

Abstract


The purpose of this study is to determine the existence of The Influence of e-WOM, Social Media Promotion, and Celebrity Endorser on Somethinc Skincare Product Purchase Decisions (Empirical Study of Consumers in Madiun City). This study is a quantitative study with a sample of 384 respondents. The sampling technique in this study used the Purposive Sampling technique and was distributed using the Accidental Sampling technique. The data analysis technique used a test tool in the form of SPPS software version 25. The results of this study are (1) Electronic Word Of Mouth (X1) influences the Purchase Decision (Y). (2) Social Media Promotion (X2) influences the Purchase Decision (Y). (3) Celebrity Endorser (X3) influences Purchasing Decision (Y).


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References


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