Pengaruh Celebrity Endorsement dan Citra Merek terhadap Keputusan Pembelian Produk Emina pada TikTok Shop (Studi Konsumen Emina pada TikTok Shop di Bekasi)

Fitriyani, Rika (2025) Pengaruh Celebrity Endorsement dan Citra Merek terhadap Keputusan Pembelian Produk Emina pada TikTok Shop (Studi Konsumen Emina pada TikTok Shop di Bekasi). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This research aims to determine the influence of celebrity endorsement and brand image on purchasing decisions for Emina products on TikTok. The population in this study were consumers of Emina products on the TikTok application in Bekasi. The population in this study was 1.1 million followers on TikTok. However, the exact population of Emina consumers on TikTok in Bekasi is unknown. While the number of samples was 100 respondents. The sampling technique used purposive sampling with the following respondents criteria, repondents aged 15-30 years, male dan female, respondents resding in Bekasi, respondents who are followers of Emina TikTok and have purchased Emina products. Data processing used the SPSS program ver 25. The results of the partial test (t test) showed that celebrity endorsement and brand image had a positive and significant effect on purchasing decisions for Emina products on TikTok. In the partial test, the dominant independent variable influencing purchasing decisions was celebrity endorsement because it had the largest beta value of 0,470 and a significance value of 0,000 less than 0,05. The results of the simultaneous test (f test) show that celebrity endorsement and brand image simultaneously influence purchasing decisions for Emina products on TikTok.

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