The Effect of Celebrity Endorsement, Electronic Word of Mouth, and Customer Satisfaction to Purchasing Decision

Abstract

This study aims to determine the effect of celebrity endorsement, electronic word of mouth and customer satisfaction on consumer purchasing decisions. The population in this study were Miting Lobster visitors in Jakarta, the number of samples used in the questionnaire was 140 respondents. Data collection methods using survey methods, the research instrument is a questionnaire. The data analysis method uses Partial Least Square. This research proves that there is a significant influence between celebrity endorsement on purchasing decisions, there is no influence between the electronic word of mouth with purchasing decisions and there is a significant influence between customer satisfaction with purchasing decisions. Keywords: Miting Lobster, Celebrity Endorsement, Electronic Word Of Mouth, Customer Satisfaction, Purchasing Decision DOI: 10.7176/JMCR/67-04 Publication date: April 30 th 2020