The Influence Of Celebrity Endorsements, Rating, And Online Customer Review In Purchase Decisions At The Tiktok Application

Hidayat, Rifqi and , Kussudyarsana, S.E, M.Si, Ph.D (2023) The Influence Of Celebrity Endorsements, Rating, And Online Customer Review In Purchase Decisions At The Tiktok Application. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research aims to determine the influence of Celebrity Endorsements, Ratings and Online Customer Reviews on Purchasing Decisions at the Tik Tok Application. The population in this study were all users of the Tiktok application in Surakarta City. The number of samples in this research was 100 respondents. The sampling used in this research was non-probability sampling using a purposive sampling approach. The data collection method uses a questionnaire. The data analysis technique for this research uses multiple linear regression analysis tests. The results of this research show that partially there is a significant influence of celebrity endorsements, ratings and online customer reviews on purchasing decisions at the Tik-Tok application. Simultaneously, the celebrity endorsement, rating and online customer review variables influence purchasing decisions at the Tik-Tok application.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Celebrity endorsement, rating, online customer review, purchasing decision.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	RIFQI HIDAYAT
Date Deposited:	20 Nov 2023 08:44
Last Modified:	20 Nov 2023 08:44
URI:	http://eprints.ums.ac.id/id/eprint/118599

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