PENGARUH CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE LAZADA DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING

Abstract

In this study there are four (4) hypotheses. The first hypothesis is the influence of celebrity endorsers on purchasing decisions, the second hypothesis is the influence of buying interest on purchasing decisions, the third hypothesis is the influence of celebrity endorsers on buying interest and the fourth hypothesis is the influence of celebrity endorsers on purchasing decisions through buying interest as an intervening variable. The population in this study is people who have or have never used but know about e-commerce Lazada and a sample of 100 respondents was found. The data collection method used is a questionnaire. The analytical method used in this research is descriptive test, data quality test, classical assumption test and hypothesis testing. The results of this study found that celebrity endorser affects purchasing decisions, buying interest affects purchasing decisions, the third hypothesis celebrity endorser affects buying interest and celebrity endorsers affect purchasing decisions through buying interest as an intervening variable. From the results of this study, it is expected that Lazada's e-commerce can improve consumer purchasing decisions by taking into account the factors that support and support the celebrity endorser and the factor of buying interest as an intervening variable in this study.