Pengaruh Internet Marketing, Celebrity Endorser, Dan Brand Trust Terhadap Keputusan Pembelian Erigo Di Kota Langsa

Penulis

  • Daffa Febrian Fachrozi Fakultas Ekonomi dan Bisnis, Universitas Samudra
  • Riny Chandra Fakultas Ekonomi dan Bisnis, Universitas Samudra
  • Maulana Rahman Fakultas Ekonomi dan Bisnis, Universitas Samudra

Kata Kunci:

Internet Marketing, Celebrity Endorser, Brand Trust, Purchase Decision

Abstrak

This study aims to determine the effect of internet marketing, celebrity endorsers and brand trust simultaneously on Erigo purchasing decisions in Langsa City. The sample in this study totalled 96 respondents. The data analysis method uses multiple linear regression analysis, t test, F test and coefficient of determination test. The regression equation in this study is Y = 3.827 + 0.561X1 + 0.352X2 + 0.415X3. From the t test, it can be explained that internet marketing has a significant effect on Erigo purchasing decisions in Langsa City, where the sig value is obtained. 0,024 < 0,05. Celebrity endorsers have a significant effect on Erigo purchasing decisions in Langsa City, where the sig value is obtained. 0,031 < 0,05. Brand trust has a significant effect on purchasing decisions for Erigo in Langsa City, where the sig value is obtained. 0,015 < 0,05. From the F test, it can be explained that internet marketing, celebrity endorsers and brand trust simultaneously have a significant effect on purchasing decisions for Erigo in Langsa City, where a sig value is obtained. 0,015 < 0,05. From the coefficient of determination test, it is known that internet marketing, celebrity endorsers and brand trust influence Erigo purchasing decisions in Langsa City by 51.6% while the remaining 48.4% is influenced by other variables outside this research model.

Unduhan

Diterbitkan

2024-12-12

Cara Mengutip

Fachrozi , D. F. . ., Chandra , . R. . ., & Rahman , M. . (2024). Pengaruh Internet Marketing, Celebrity Endorser, Dan Brand Trust Terhadap Keputusan Pembelian Erigo Di Kota Langsa. Seminar Nasional Ekonomi Manajemen, Bisnis Dan Akuntansi, 147 –. Diambil dari https://proceeding.unived.ac.id/index.php/sn-emba/article/view/212