Peran Celebrity Endorser Terhadap Perilaku Konsumen Saat Pembelian OnlinePada Platform E-Commerce

Amalia Riadi, Ridha and Setyaningrum, Idfi and Kartikasari, Cynthia Yohanna (2023) Peran Celebrity Endorser Terhadap Perilaku Konsumen Saat Pembelian OnlinePada Platform E-Commerce. Jurnal E-Bis: Ekonomi Bisnis, 7 (2). pp. 804-813. ISSN 2580-2062; e-ISSN 2622-3368

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Abstract

Due to the fierce competition in e-commerce throughout the digital economy era, business participants must develop strategies to improve competitiveness for long-term sustainability and growth. The employment of celebrity endorsers, which is predicted to impact customer behavior during online shopping, is one of the most effective tactics for increasing consumer interest in purchasing products. The qualitative-descriptive research method was used, including secondary data. According to the report, numerous businesses have already begun selling onlinebut have yet to fully realize the benefits of e-commerce. Interestingly, when it comes to customer behavior, internet purchases have a higher percentage of consumer interest than physical sales. Celebrity endorsements have a tremendous impact on customer behavior when purchasing things on e-commerce platforms

Item Type:	Article
Uncontrolled Keywords:	Celebrity Endorser; E-Commerce; Ekonomi Digital; Perilaku Konsumen
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Business and Economic > Department of Economic
Depositing User:	Idfi Setyaningrum 6187
Date Deposited:	06 Nov 2023 01:31
Last Modified:	05 Jan 2024 06:09
URI:	http://repository.ubaya.ac.id/id/eprint/45251

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