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Pengaruh Brand Image, Celebrity Endorser, dan Online Customer Review Terhadap Keputusan Pembelian Live Shooping Pada Generasi Z

Year: 2024

Type: article

Abstract: This research aims to examine the influence of brand image, celebrity endorser, and online customer reviews on the purchasing decisions of Generation Z in live shopping. This study uses a quantitative method with an associative approach. Data collection is done through a questionnaire. The sampling method used is purposive sampling, and the sample size is 100. The data is analyzed using descriptive analysis with the three-box method and multiple regression analysis with SPSS. The results of the t-test in this study indicate that brand image, celebrity endorser, and online customer reviews have a positive and significant impact on the purchasing decisions of Generation Z in live shopping.

Source: Jurnal Strategi dan Bisnis

DOI: 10.19184/jsb.v12i2.4210

Authors: Rasul Akbar Rasul Akbar, Muhammad Nur Fietroh Muhammad Nur Fietroh

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4405627188

FWCI:

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