Pengaruh Brand Image, Celebrity Endorser, dan Online Customer Review Terhadap Keputusan Pembelian Live Shooping Pada Generasi Z

Abstract

This research aims to examine the influence of brand image, celebrity endorser, and online customer reviews on the purchasing decisions of Generation Z in live shopping. This study uses a quantitative method with an associative approach. Data collection is done through a questionnaire. The sampling method used is purposive sampling, and the sample size is 100. The data is analyzed using descriptive analysis with the three-box method and multiple regression analysis with SPSS. The results of the t-test in this study indicate that brand image, celebrity endorser, and online customer reviews have a positive and significant impact on the purchasing decisions of Generation Z in live shopping.