Effects of Celebrity Endorsements, Customer Experience on Viral Marketing and Purchase Decision

DOI

10.2991/978-94-6463-234-7_105How to use a DOI?

Keywords

Endorsement Celebrity; Customer Experience; Viral Marketing; Purchase Decision

Abstract

This study examines the effect of celebrity endorsements and customer experience on purchasing decisions with viral marketing as a mediating variable with a case study at Antapura de Djati. The sample of this study was visitors to Antapura de Djati using quantitative analysis techniques with the path analysis method. The results of this study indicate that celebrity endorsements do not have a significant effect on viral marketing and purchasing decisions, while customer experience has a significant influence on viral marketing and purchasing decisions.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Sindhu Alamsyah
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2023
DA  - 2023/09/29
TI  - Effects of Celebrity Endorsements, Customer Experience on Viral Marketing and Purchase Decision
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 1011
EP  - 1017
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_105
DO  - 10.2991/978-94-6463-234-7_105
ID  - Alamsyah2023
ER  -