THE INFLUENCE OF CELEBRITY ENDORSE, BRAND CREDIBILITY AND PROMOTION ON PURCHASE INTENTION
Abstract
Internet-based technology has shifted people's shopping patterns, where currently people are more interested in making online transactions rather than to come directly to a store or mall. The increase in people's online transactions is accompanied by the increasing number of e-commerce emerging in Indonesia, which of course they have to compete in developing various strategies to be able to survive and run their business. The use of celebrity endorsements in marketing activities is a method that is widely used today. The celebrities must certainly consider credibility, expertise and physical attractiveness as well as the suitability between the celebrity and the product they carry. Celebrity endorsements is also able to increase the credibility of a brand so that it can influence consumer behavior and encourage purchase intention. This research aim to knowing the influence of celebrity endorsements, brand credibility and promotions on consumer buying interest. The research method used is quantitative method and data analysis using multiple linear regression, data was obtained by distributing online questionnaires to 168 respondens. The results showed that celebrity endorsement credibility had a significant positive effect on e-commerce consumer buying interest, brand credibility had a significant positive effect on consumer buying interest and promotion had a significant positive effect on e-commerce consumer buying interest.
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