PENGARUH CELEBRITY ENDOSMENT DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW DI E-COMMERCE SHOPEE PADA MASYARAKAT KOTA BATAM

Abstract

A strategy for strengthening a product's standing is brand promotion. Along with the advancement of technology and a plethora of rivals, the used approach needs to be innovative and engaging. Ms Glow is one local beauty product brand that has been verified by BPOM. Promotions are typically conducted both offline and online; Shopee is one of the sites where Ms Glow items are sold. The goal of this study is to determine how electronic word-of- mouth and celebrity endorsement affect Batam residents’s decisions to buy Ms Glow items from Shopee, an online retailer. This was a study with one hundred participants, based on predefined samples and criteria. The data was analyzed using IBM SPSS Statistics 26 in conjunction with linear regression. The research confirms that both Celebrity Endorsement (X1) and Electronic Word of Mouth (X2) significantly influence the purchase decision for MS GLOW products.