The Effect Celebrity Endorser and Brand Equity to Purchase Decision in E- Commerce Tokopedia
Yulyanty Chandra1, Roy Willis2, Calvin Windoro3, Sfenrianto4
1Yulyanty Chandra*, Information Systems Management Department, BINUS Graduate Program – Master of Information Systems Management, Bina Nusantara University, Jakarta.
2Roy Willis, Information Systems Management Department, BINUS Graduate Program – Master of Information Systems Management, Bina Nusantara University, Jakarta.
3Calvin Windoro, Information Systems Management Department, BINUS Graduate Program – Master of Information Systems Management, Bina Nusantara University, Jakarta.
4Sfenrianto, Information Systems Management Department, BINUS Graduate Program – Master of Information Systems Management, Bina Nusantara University, Jakarta.
Manuscript received on February 02, 2020. | Revised Manuscript received on February 10, 2020. | Manuscript published on March 30, 2020. | PP: 581-584 | Volume-8 Issue-6, March 2020. | Retrieval Number: F7423038620/2020©BEIESP | DOI: 10.35940/ijrte.F7423.038620
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: 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.
Keywords: E-Commerce, Brand Equity, Celebrity Endorser, Purchase Decision.
Scope of the Article: E-Governance, E-Commerce, E-Business, E-Learning