Tantri, Anisa Setia (2026) PENGARUH CELEBRITY ENDORSER, KUALITAS PRODUK DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIP CREAM HANASUI DI SHOPEE. Sarjana (S1) thesis, Universitas Muhammadiyah Indonesia.
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Abstract
The purpose of this study is to examine and analyze the influence of celebrity endorsers, product quality, and online customer reviews on purchasing decisions for Hanasui lip cream products on Shopee. The population for this study consists of consumers of Hanasui lip cream on Shopee, with a sample size of 110 respondents selected using purposive sampling.
The research employs a quantitative method. The data used are primary data, collected by distributing an online questionnaire via Google Forms to respondents. Data analysis is conducted using statistical tests and multiple regression calculations, performed with the IBM SPSS software, version 26.
The results of this study indicate that celebrity endorsers, product quality, and online customer reviews have a positive and significant impact on purchasing decisions, with an adjusted R-square value of 51.9%. The remaining 48.1% is influenced by other factors outside the research model such as price, brand image, and promotions that were not examined in this study.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) |
|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: | Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Tartiani, Yuni Astuti Tri 0426068803 |
| Keywords / Kata Kunci: | Celebrity Endorser, Kualitas Produk, Online Customer Review, Keputusan Pembelian. |
| Subjects: | Manajemen Pemasaran |
| Faculty: | Fakultas Ekonomi > Manajemen S1 |
| Depositing User: | Ms. Anisa Setia T |
| Date Deposited: | 30 Oct 2026 06:56 |
| Last Modified: | 30 Oct 2026 06:56 |
| URI: | http://repository.umindonesia.ac.id/id/eprint/11162 |
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