Open AccessThe Effect Celebrity Endorser and Brand Equity to Purchase Decision in E- Commerce Tokopedia
Author(s) -
Yulyanty Chandra,
R. F. Willis,
Calvin Windoro,
Sfenrianto Sfenrianto
Publication year - 2020
Publication title -
international journal of recent technology and engineering
Language(s) - English
Resource type - Journals
ISSN - 2277-3878
DOI - 10.35940/ijrte.f7423.038620
Subject(s) - brand equity , advertising , purchasing , business , dimension (graph theory) , marketing , equity (law) , brand extension , psychology , mathematics , political science , 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.