Peran Brand Equity Shopee dan Celebrity Endorser Dalam Keputusan Pembelian di Banjarmasin Tengah

Abstract

The purpose of this study was to determine whether shopee's brand equity plays a role in purchasing decisions in Central Banjarmasin, to find out whether celebrity endorsers play a role in purchasing decisions in Central Banjarmasin and to find out whether shopee's brand equity and celebrity endorsers play a role in purchasing decisions in Central Banjarmasin. This research is an associative research. The type of data used is quantitative data, while the data sources used are primary data and secondary data. The population in this study were shopee application users in Central Banjarmasin. The number of samples taken amounted to 50 respondents. Data collection techniques through questionnaires. Data analysis was performed using multiple regression method. Based on the results of the analysis, it can be seen from the t test that it can be explained that the Shopee brand equity variable, celebrity endorser partially plays a significant role in purchasing decisions in Central Banjarmasin. This is evidenced by the t-count value of 3,223 which is greater than the t-table value of 1,677 with a significance level of 0,002. The resulting significance value is less than 0,05, (2) the t-count value obtained from celebrity endorsers is 5,145 greater than the t-table value of 1,677 with a significance level. 0.000. The resulting significance value is smaller than 0.05. From the F test, it can be explained that the Shopee and celebrity endorser brand equity variables simultaneously play a role in purchasing decisions in Central Banjarmasin where the F-count value is 41.089 which is more than the F-table value of 3.19 with a significance level of 0.000. The resulting significance value is smaller than 0.05