The  influence of celebrity endorsers and product reviews on shopataleen consumers' buying interests through shopee in Palembang

Novita Dian Pratiwi; Zakaria Wahab; Isni Andriana; Mohamad Adam; Marlina Widiyanti

doi:10.31295/ijle.v4n1.1711

Authors

Novita Dian Pratiwi
novitadian418@yahoo.com
Master of Management, Sriwijaya University, Palembang, Indonesia
Zakaria Wahab Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Isni Andriana Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Mohamad Adam Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang
Marlina Widiyanti Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia

Keywords:

buying interest, celebrity endorser, consumers, product reviews, shopee

Abstract

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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