The Effect Celebrity Endorser and Brand Equity to Purchase Decision in E- Commerce Tokopedia | Zendy

Yulyanty Chandra | Zendy; Roy Willis | Zendy; Calvin Windoro | Zendy; Sfenrianto Sfenrianto | Zendy

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The Effect Celebrity Endorser and Brand Equity to Purchase Decision in E- Commerce Tokopedia

Author(s) -

Yulyanty Chandra,

Roy Willis,

Calvin Windoro,

Sfenrianto Sfenrianto

Publication year - 2020

Publication title -

international journal of recent technology and engineering (ijrte)

Language(s) - English

Resource type - Journals

ISSN - 2277-3878

DOI - 10.35940/ijrte.f7423.038620

Subject(s) - brand equity , advertising , purchasing , business , equity (law) , dimension (graph theory) , brand extension , marketing , psychology , political science , mathematics , pure mathematics , law

This study aims to determine the effect of Celebrity Endorser on elements of Brand Equity and its impact on purchasing decisions in one e-Commerce in Indonesia, Tokopedia. The number of samples in this study are 111 respondents who have used Tokopedia. The data collection method uses a questionnaire. In this study, Brand Equity itself divided into 4 dimensions hence the researchers look at the correlation between Celebrity Endorser and each dimension of Brand Equity, and purchase decision.

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