Lubis, Silvia Anisah (2025) Pengaruh Celebrity Endorser, Electronic Word of Mouth, Dan Lifestyle Terhadap Keputusan Pembelian Pada Produk Eiger Adventure (Studi Pada Konsumen Produk Eiger Adventure Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Silvia Anisah Lubis, 21042010134, The Influence of Celebrity Endorser, Electronic Word of Mouth, and Lifestyle on Purchasing Decisions (Study on Customers of Eiger Adventure Products in Surabaya) This study aims to determine the influence of celebrity endorsers, electronic word of mouth (e-WOM), and lifestyle on purchasing decisions for Eiger Adventure products. The method used is a quantitative approach with data collection techniques through questionnaires. The research sample consists of consumers who have purchased Eiger products. Data analysis uses multiple linear regression to test the influence of each variable. The results of the study indicate that simultaneously, celebrity endorsers, e-WOM, and lifestyle have a significant effect on purchasing decisions. However, partially, only celebrity endorsers and e-WOM have a significant effect, while lifestyle does not show a significant effect on purchasing decisions. These findings indicate that promotions through public figures and consumer reviews in digital media contribute more to driving purchasing decisions than lifestyle factors. Therefore, companies are advised to maximize the role of endorsers and e-WOM strategies. Keywords: Celebrity Endorser, E-WOM, Lifestyle, Purchasing Decision, Eiger Adventure
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Silvia Anisah Lubis | ||||||||
| Date Deposited: | 14 Jul 2025 02:06 | ||||||||
| Last Modified: | 14 Jul 2025 02:06 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39449 |
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