PENGARUH CELEBRITY ENDORSER DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN : STUDI PADA KONSUMEN ONLINE SHOP KOPERKITAA

This study aims to determine the effect of celebrity endorsers and word of mouth on purchasing decisions at the Koperkitaa online shop. This type of research is quantitative research. The population used in this study were all Koperkitaa online shop consumers, with a sample of 100 respondents. This study uses a type of quantitative data and data sources used are primary data. Data collection uses questionnaire techniques. The measurement scale technique used is the Likert scale. The data analysis method used is multiple linear regression analysis, classic assumption test, F test, and t-test and the biggest contribution test. The results of this study indicate that celebrity endorsers and word of mouth partially and simultaneously have a significant effect on purchasing decisions. Where in the results celebrity endorser gives the biggest contribution to the purchase decision