The Effect of Celebrity Endorser and Service Quality on Purchase Decisions in the Shopee Application in Makassar Students

Abdul Syukur, Hasniati, Syahruddin

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Published: Feb 13, 2022

Keywords:

Celebrity Endorser; Quality Service; Buying Decision.

Abdul Syukur, Hasniati, Syahruddin

Abstract

Shopee is a subsidiary of Sea Group, the first time launched in 2015 simultaneously in 7 countries, namely Singapore, Malaysi a, Thailand, Taiwan, Indonesia, Vietnam, and the Philippines. Sea Group has a mission to improve the quality of the lives of consumers and small entrepreneurs for the better with technology. The purpose of this study was to determine the effect of celebrity endorsers and service quality on purchasing decisions on the Shopee application in Makassar City among students. The method in this study uses a descriptive method quantitative. The results of the study found that some celebrity endorsers and service quality have a positive and significant effect on purchasing decisions in the Shopee application. Celebrity variable endorser and service quality have a simultaneous effect of 43.6% of purchasing decisions in the Shopee application while 56.4% are influenced by variables not examined.

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Vol. 59 No. 1 (2022): Volume 59 No. 1 (2022)

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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