Peran Celebrity Endorser, Online Customer Review dan Viral Marketing dalam Mempengaruhi Keputusan Pembelian Konsumen pada Produk E-Commerce di Tiktok Shop : (Survey di Kota Semarang)

Bambang Heriawan
Jurnal Riset dan Publikasi Ilmu Ekonomi 📅 2026 Vol 4, No 2 🔗 DOI: 10.61132/menawan.v4i2.2212
Abstract
TikTok Shop is a popular application that offers online shopping and interaction experiences for consumers. Marketers at TikTok Shop use various methods to encourage consumer decisions to make purchases. This study aims to determine the effect of celebrity endorsers, online customer reviews, and viral marketing on purchasing decisions for TikTok Shop e-commerce products. This study uses a quantitative method with a survey approach by providing questionnaires to respondents. The population studied was all people in Semarang City who have the TikTok Shop application and have purchased products through the application. A sample of 112 people was taken using the convenience sampling technique. Data were obtained through questionnaires and analyzed using multiple linear regression analysis, F test, R2 test, and t test. The results of the study indicate that celebrity endorsements have a positive and significant effect on consumer purchasing decisions for Tiktok Shop users in Semarang City. The increasing use of celebrity endorsements will encourage consumer decisions to buy. Online customer reviews have a positive and significant effect on consumer purchasing decisions for Tiktok Shop users in Semarang City. The more positive online customer reviews, the more it will encourage consumer decisions to buy. Viral marketing has a positive and significant effect on consumer purchasing decisions for Tiktok Shop users in Semarang City. The increasing use of viral marketing will encourage consumer decisions to buy.
 
Keywords
Celebrity Endorser; Online Customer Review; Purchase Decision; TikTok Shop; Viral Marketing
How to Cite

Bambang Heriawan (2026). Peran Celebrity Endorser, Online Customer Review dan Viral Marketing dalam Mempengaruhi Keputusan Pembelian Konsumen pada Produk E-Commerce di Tiktok Shop : (Survey di Kota Semarang). Jurnal Riset dan Publikasi Ilmu Ekonomi, 4(2). https://doi.org/10.61132/menawan.v4i2.2212

Bambang Heriawan, "Peran Celebrity Endorser, Online Customer Review dan Viral Marketing dalam Mempengaruhi Keputusan Pembelian Konsumen pada Produk E-Commerce di Tiktok Shop : (Survey di Kota Semarang)," Jurnal Riset dan Publikasi Ilmu Ekonomi, vol. 4, no. 2, 2026.

Bambang Heriawan. "Peran Celebrity Endorser, Online Customer Review dan Viral Marketing dalam Mempengaruhi Keputusan Pembelian Konsumen pada Produk E-Commerce di Tiktok Shop : (Survey di Kota Semarang)." Jurnal Riset dan Publikasi Ilmu Ekonomi, vol. 4, no. 2, 2026.

Bambang Heriawan. "Peran Celebrity Endorser, Online Customer Review dan Viral Marketing dalam Mempengaruhi Keputusan Pembelian Konsumen pada Produk E-Commerce di Tiktok Shop : (Survey di Kota Semarang)." Jurnal Riset dan Publikasi Ilmu Ekonomi 4, no. 2 (2026).

Bambang Heriawan (2026) 'Peran Celebrity Endorser, Online Customer Review dan Viral Marketing dalam Mempengaruhi Keputusan Pembelian Konsumen pada Produk E-Commerce di Tiktok Shop : (Survey di Kota Semarang)', Jurnal Riset dan Publikasi Ilmu Ekonomi, 4(2). doi: 10.61132/menawan.v4i2.2212.

Bambang Heriawan. Peran Celebrity Endorser, Online Customer Review dan Viral Marketing dalam Mempengaruhi Keputusan Pembelian Konsumen pada Produk E-Commerce di Tiktok Shop : (Survey di Kota Semarang). Jurnal Riset dan Publikasi Ilmu Ekonomi. 2026;4(2).

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