Pengaruh Celebrity Endorser, Co-Branding, Dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Produk Azarine Di Tiktok Shop  (Survei Pada Konsumen di Surakarta)

Abstract

This study examines the effects of celebrity endorser, co-branding, and Electronic Word of Mouth (E-WOM) on purchasing decisions for Azarine products through TikTok Shop among consumers in Surakarta. A quantitative approach was employed using purposive sampling and questionnaire-based data collection from 140 respondents. Data analysis included validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, an F-test, and the coefficient of determination. The findings show that celebrity endorser has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.408 and a significance value of 0.000. Co-branding also has a positive and significant effect, with a coefficient of 0.171 and a significance value of 0.013. E-WOM positively and significantly affects purchasing decisions, with a coefficient of 0.297 and a significance value of 0.000. Simultaneously, the three variables significantly explain purchasing decisions, as indicated by an F-value of 38.052 and a significance value of 0.000. The adjusted R-squared value of 0.444 indicates that the model explains 44.4% of purchasing decision variation. These findings highlight the importance of integrating endorsement, brand collaboration, and credible consumer communication strategies.