The Impact of Digital Marketing and Celebrity Endorsements on Consumer Purchase Intentions in the Modern Business Landscape

Muhammad Iqbal Fajri; Tri Eko Yudiandri; Ratnawita Ratnawita; Rulyenzi Rasyid; Prihatina Jati

doi:10.37385/ijedr.v6i2.7394

Authors

Muhammad Iqbal Fajri Universitas Syiah Kuala
Tri Eko Yudiandri Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta
Ratnawita Ratnawita Universitas Mitra Bangsa
Rulyenzi Rasyid Institut Teknologi Indonesia
Prihatina Jati Universitas Mitra Bangsa

DOI:

https://doi.org/10.37385/ijedr.v6i2.7394

Keywords:

Digital Marketing, Purchase Interest, Online, Wardah Brand

Abstract

The purpose of this research is to test the impact of digital marketing and celebrity endorsers on consumer purchasing interest in Wardah Brand Products. This research uses a quantitative method with regression analysis. The sampling technique in this research is using purposive sampling and the number of samples in this research is 110 respondents. The data were analyzed using Multiple linear regression analysis with the help of IBM SPSS 25. The results of this research show that digital marketing and celebrity endorsers have a positive and significant effect on consumer purchasing interest in Wardah Brand Products. The results of this study can be used as a reference for further researchers who will study similar problems.

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