Indah Raden, Zalika and De Yusa, Viola (2025) Pengaruh Celebrity Endorser dan Online Costumer Review Terhadap Keputusan Pembelian Produk Scarlett Whitening Pada Generasi Z di Tiktok Shop. Skripsi thesis, Insititut Informatika & Bisnis Darmajaya.
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Abstract
ABSTRACT THE INFLUENCE OF CELEBRITY ENDORSEMENT AND ONLINE CUSTOMER REVIEWS ON PURCHASE DECISIONS OF SCARLETT WHITENING PRODUCTS AMONG GENERATION Z ON TIKTOK SHOP By: RADEN INDAH ZALIKA This study aimed to examine the influence of celebrity endorsement and online customer reviews on the purchase decisions of Scarlett Whitening products among Generation 2 users on TikTok Shop. The population for this study consisted of Generation Z individuals who used Scarlett Whitening products, with 100 respondents. The research employed a multiple linear regression analysis method. The data were processed using Microsoft Excel and SPSS 20 software. The independent variables in this study were Celebrity Endorser and Online Customer Reviews, while the dependent variable was Purchase Decision. The results indicated that both Celebrity Endorser and Online Customer Reviews had a simultaneous influence on Purchase Decisions. Keywords: Celebrity Endorser, Online Customer Review, Purchase Decision
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | 600 Teknologi - Ilmu terapan > 650 Manajemen eSkripsi |
| Divisions: | Skripsi/TA & PKPM/KP - Fakultas Ekonomi Bisnis > Prodi Manajemen |
| Depositing User: | Raden Indah Zalika |
| Date Deposited: | 22 May 2025 02:55 |
| Last Modified: | 22 May 2025 02:55 |
| URI: | http://repo.darmajaya.ac.id/id/eprint/20312 |
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