Analysis of The Influence of Online Consumer Reviews, Seasonal Digital Advertising and Celebrity Endorsers on Repurchase Intention of E-Commerce Consumers
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Nov 12, 2023
Keywords:
Advertising, Celebrity Endorser, Online Consumer Review, Repurchase Intention
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Abstract
This research aims to see whether there is an influence of advertising, celebrity endorsers, and online consumer reviews on repurchase intention. This research takes the population, namely e-commerce consumers, throughout Indonesia. The researcher used the nonprobability sampling method, which was purposive sampling. The research utilized a sample size of 100 individuals. The data gathering procedure involves the dissemination of surveys to individuals who have made purchases on many occasions and have been exposed to advertising materials. The researcher employed quantitative methodologies within an explanatory research framework in this study. This study utilizes the Statistical Product and Service Solution (SPSS) application to employ multiple linear regression analysis approaches. The research findings presented in this study are based on the application of the Multiple Linear Regression Analysis method to the collected data. The impact of advertising on the intention to repurchase is evident. The impact of celebrity endorsers on repurchase intentions is negligible. The impact of online consumer reviews on repurchase intentions is negligible. The impact of advertising, celebrity endorsements, and online consumer evaluations on repurchase intentions is significant.
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Fitriyatul Bilgies, A., Risal Tawil, M., Mardiah, A., Jusatria, & Arief, I. (2023). Analysis of The Influence of Online Consumer Reviews, Seasonal Digital Advertising and Celebrity Endorsers on Repurchase Intention of E-Commerce Consumers. Jurnal Informasi Dan Teknologi, 5(4), 26-32. https://doi.org/10.60083/jidt.v5i4.412
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This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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[6] Safrida, S., Silalahi, R. M. P., & Tannady, H. (2023). The Role of School Principal Leadership Style, Work Environment and Family Support on PAUD Teacher Performance. Jurnal Obsesi: Jurnal Pendidikan Anak Usia Dini, 7(3), 2611-2618.
[7] Safrida, S., Tannady, H., Solissa, E. M., Sapulete, H., & Al Haddar, G. (2023). Strategic Leadership Analysis of School Principal to Improve Learning Quality. Jurnal Pendidikan dan Kewirausahaan, 11(2), 391-399.
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[10] Safrida, S., Supriadi, S., Nasution, I., & Fahmi, N. A. (2019). Variabel Anteseden Kepuasan Kerja Dan Dampaknya Terhadap Komitmen Organisasi Di Smp Negeri 2 Medan. Develop, 3(1), 12-26.
[11] Irwanto, F. S., Hasni, D., Anggraini, D., & Febrianto, B. Y. (2023). Hubungan Pola Konsumsi Lemak Dan Sodium Terhadap Tekanan Darah Pada Pasien Hipertensi Perempuan Etnis Minangkabau. Scientific Journal, 2(2), 63-74.
[12] Marjoni, M. R. Afrinaldi, dan Novita, AD (2015). Kandungan Total Fenol dan Aktivitas Antioksidan Ekstrak Air Daun Kersen (Muntingia calabura L.). Jurnal Kedokteran Yarsi, 23(3), 187-196.
[13] Negara, M. E. P., Triansyah, I., Hasni, D., & Febrianto, B. Y. (2022). Hubungan Intensitas Penggunaan Earphone dengan Derajat Gangguan Pendengaran pada Mahasiswa Fakultas Kedokteran Universitas Baiturrahmah. Scientific Journal, 1(3), 229-236.
[14] Setiawan, P. B. A., Vani, A. T., Febrianto, B. Y., & Septiana, V. T. (2020). The Effectiveness of Using Aloe Vera Facial Soap and Aloe Gel on the Degree of Acne Vulgaris in Students of SMA Negeri 2 Bayang. Jurnal EduHealth, 11(1), 39-47.
[15] Abdullah, D., Febrianto, B. Y., Dewi, N. P., Vani, A. T., & Ulfah, F. C. (2022). The Effectiveness of 80% Kefir Gel Against The Overview The Number of Fibroblasts in Healing Cuts Mice (Mus Musculus). Jurnal Kesehatan Prima, 16(1), 18-24.
[16] Sutrisno, S., Wulandari, W., Violin, V., Supriyadi, A., & Tawil, M. R. (2023). Prioritization of the Best Online Platform for MSMEs Using Simple Additive Weighting Method. Journal on Education, 5(3), 10265-10275.
[17] Wahdiniawati, S. A., & Sarinastiti, N. (2023). Employee Development: Analysis Organization Culture, Competence and Mentoring: A Literature Review. International Journal of Business and Applied Economics, 2(2), 295-308.
[18] Marjoni, R. (2016). Dasar-dasar fitokimia untuk diploma III farmasi. Jakarta: Trans info media.
[19] Puspitoningrum, E. (2018). Implementasi Literasi untuk Meningkatkan Motivasi Pembelajaran pada Materi Membaca Aksara Jawa Siswa SMA. Jurnal Bahasa, Seni, Dan Pengajaran, 2(1), 35-45.
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[22] Majid, S., Nugraha, A., Sulistiyono, B., Suryaningsih, L., Widodo, S., Kholdun, A., ... & Endri, E. (2022). The effect of safety risk management and airport personnel competency on aviation safety performance. Uncertain Supply Chain Management, 10(4), 1509-1522.
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[24] Utamajaya, J. N., Manullang, S. O., Mursidi, A., Noviandari, H., & BK, M. K. U. (2020). Investigating The Teaching Models, Strategies And Technological Innovations For Classroom Learning After School Reopening. PalArch's Journal of Archaeology of Egypt/Egyptology, 17(7), 13141-13150.
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[27] Revida, E., Aisyah, S., Pardede, A. F., Purba, S., Hidayatulloh, A. N., Leuwol, N. V., ... & Manullang, S. O. (2021). Manajemen Pelayanan Publik. Yayasan Kita Menulis.
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