PENGARUH DIGITAL MARKETING DAN CELEBRITY ENDORSE TERHADAP ONLINE PURCHASE DECISION PADA PLATFORM BELANJA ONLINE SHOPEE

Indriyani, Indriyani (2024) PENGARUH DIGITAL MARKETING DAN CELEBRITY ENDORSE TERHADAP ONLINE PURCHASE DECISION PADA PLATFORM BELANJA ONLINE SHOPEE. PENGARUH DIGITAL MARKETING DAN CELEBRITY ENDORSE TERHADAP ONLINE PURCHASE DECISION PADA PLATFORM BELANJA ONLINE SHOPEE. (Unpublished)

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Abstract

ABSTRACT Online shopping has become a popular choice for Indonesian consumers, with the rapid growth of e-commerce encouraging the development of platforms such as Shopee. This study aims to determine the influence of digital marketing and celebrity endorsers on online purchase decisions among Shopee users. Using a quantitative survey method, data were collected from 112 students through questionnaires and literature studies. The results show that digital marketing significantly influences online purchase decisions (tcount = 6.037 > ttable = 1.660; sig = 0.000 < 0.05). Celebrity endorsers also have a significant positive influence (tcount = 16.284 > ttable = 1.660; sig = 0.000 < 0.05). Simultaneously, both variables significantly affect purchase decisions, as indicated by the F test result (Fcount = 191.522; sig = 0.000 < 0.05). Keywords: Digital Marketing, Celebrity Endorser, Online Purchase Decision, Shopee ABSTRAK Belanja online telah menjadi pilihan masyarakat Indonesia, seiring meningkatnya perkembangan e-commerce seperti Shopee. Penelitian ini bertujuan mengetahui pengaruh digital marketing dan celebrity endorser terhadap keputusan pembelian online pengguna Shopee. Penelitian menggunakan metode kuantitatif dengan survei terhadap 112 mahasiswa melalui kuesioner dan studi kepustakaan. Hasil penelitian menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap keputusan pembelian online (thitung = 6,037 > ttabel = 1,660; sig = 0,000 < 0,05). Celebrity endorser juga berpengaruh positif dan signifikan (thitung = 16,284 > ttabel = 1,660; sig = 0,000 < 0,05). Secara simultan, kedua variabel berpengaruh signifikan terhadap keputusan pembelian, dibuktikan melalui uji F (Fhitung = 191,522; sig = 0,000 < 0,05). Kata Kunci: Digital Marketing, Celebrity Endorser, Online Purchase Decision, Shopee

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