The influence of celebrity endorsers and product reviews on shopataleen consumers' buying interests through shopee in Palembang
Keywords:
buying interest, celebrity endorser, consumers, product reviews, shopeeAbstract
This study aimed to analyze the effect of celebrity endorsers and product reviews on the buying interest of Shopataleen consumers through shops in the city of Palembang. This study uses multiple linear regression analysis to examine data from 133 respondents. The results showed that the celebrity endorser variable and product review positively and significantly affected consumer buying interest, either partially or simultaneously.
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