Pengaruh Celebrity Endorser dan Electronic Word of Mouth terhadap Minat Beli dengan Brand Image sebagai Variabel Mediasi pada E-Commerce Tokopedia

Pengaruh Celebrity Endorser dan Electronic Word of Mouth terhadap Minat Beli dengan Brand Image sebagai Variabel Mediasi pada E-Commerce Tokopedia

The era of technology, business competition, and increasingly rapid business growth requires companies to have an efficient and effective marketing strategy. One of the marketing strategies that can generate buying interest is celebrity endorsers and electronic word of mouth (E-WOM). The purpose of...

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Bibliographic Details
Main Authors: Devie Rusiana, Sri Setyo Iriani, Andre Dwijanto Witjaksono
Format: Article
Language:English
Published: Universitas Proklamasi 45 Yogyakarta 2023-03-01
Series:Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship
Subjects:
brand image
buying interest
celebrity endorser
e-wom
Online Access:https://ejournal.up45.ac.id/index.php/maksipreneur/article/view/1081

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