THE IMPACT OF ADVERTISEMENT, PROMOTIONS, INFLUENCERS, AND CELEBRITY ENDORSERS ON STUDENT PURCHASE DECISIONS ON SHOPEE PLATFORM

Authors

  • Rimayang Anggun L. P. Ramli PDIM Student, Sekolah Tinggi Ekonomi Indonesia, Surabaya, Indonesia
  • Ayu Pratiwi Post Graduate Student, Universitas Riau Kepulauan, Batam, Indonesia
  • Rudi Yanto Batara Silalahi Management Study Program, STIE Galileo, Batam, Indonesia
  • Alfonsa Dian Sumarna Managerial Accounting Study Program, Politeknik Negeri Batam, Batam, Indonesia

DOI:

https://doi.org/10.24034/icobuss.v4i1.552

Abstract

This study investigates how four key marketing variables—Advertisement, Promotion, Influencer, and Celebrity Endorser—influence the purchase decisions of consumers on the Shopee marketplace. The research sample was gathered using random sampling based on Slovin’s formula, with 86 respondents from management students. Instruments were tested for validity and reliability. The results show that while Advertisement, Promotion, and Influencer do not have a statistically significant direct impact on purchase decisions, Celebrity Endorsers do have a positive and significant effect, demonstrating their power in shaping consumer behaviour. Furthermore, when combined, all four variables (Advertisement, Promotion, Influencer, and Celebrity Endorser) have a significant collective influence on purchase decisions, highlighting the importance of an integrated marketing strategy in driving consumer purchases on digital platforms like Shopee.

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Published

2024-11-14

How to Cite

Ramli, R. A. L. P., Pratiwi, A., Silalahi, R. Y. B., & Sumarna, A. D. (2024). THE IMPACT OF ADVERTISEMENT, PROMOTIONS, INFLUENCERS, AND CELEBRITY ENDORSERS ON STUDENT PURCHASE DECISIONS ON SHOPEE PLATFORM. International Conference of Business and Social Sciences, 4(1), 681–691. https://doi.org/10.24034/icobuss.v4i1.552

Issue

2024: 4th International Conference on Business and Social Sciences

Section

International Conference of Business and Social Sciences