Pengaruh Celebrity Endorser dan Teknik Promosi Flash Sale terhadap Keputusan Pembelian Online Pakaian Wanita Lozy Hijab

Raki A Naufal Nafiis; Septiana Ayu Estri Mahani; Nindya Saraswati

doi:10.29313/bcsbm.v4i1.11851

Raki A Naufal Nafiis Manajemen
Septiana Ayu Estri Mahani Fakultas Ekonomi dan Bisnis Universitas Islam Bandung
Nindya Saraswati Fakultas Ekonomi dan Bisnis Universitas Islam Bandung

DOI: https://doi.org/10.29313/bcsbm.v4i1.11851

Keywords: Celebrity Endorser, Flash Sale, Keputusan Pembelian

Abstract

Abstract. This study aims to determine the influence of celebrity endorsers and flash sale promotion techniques on online purchasing decisions for women's clothing Lozy Hijab. The data used is based on a survey by distributing questionnaires to 100 respondents. This study uses a survey method where the research method uses quantitative or statistical data. The population is taken from all Lozy Hijab consumers who have made purchases online. Based on the results of multiple linear regression analysis, namely from the results of partial and simultaneous tests that celebrity endorsers and flash sale promotion techniques have a significant effect on online purchasing decisions for women's clothing at Lozy Hijab.

Abstrak. Penelitian ini bertujuan untuk mengethaui pengaruh celebrity endorser dan teknik promosi flash sale terhadap keputusan pembelian online pakaian wanita Lozy Hijab. Data yang digunakan berdasarkan survey melalui penyebaran kuesioner terhadap 100 orang responden. Penelitian ini menggunakan metode survey dimanametode penelitian menggunakan data kuantitatif atau statistik. Populasi diambil dari semua konsumen Lozy Hijab yang pernah melakukan pembelian secara online. Berdasarkan hasil dari analisis regresi linear berganda yaitu dari hasil uji parsial dan simultan bahwa celebrity endorser dan teknik promosi flash sale berpengaruh signifikasn terhadap keputusan pembelian online pakaian wanita di Lozy Hijab.

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