The Influence of Online Customer Review and Celebrity Endorsement on Purchasing Decision of Skintific Products in Shopee: The Role of Brand Image as a Mediating Variable
Case Study of Padang State University Students
DOI:
https://doi.org/10.55606/ijemr.v4i1.315Keywords:
Celebrity Endorsement, Online Customer Review, SkintificAbstract
Rapid information and communication technology in recent years has had a significant impact on various aspects of human life. One of the most striking changes is the emergence of e-commerce (electronic commerce), which has become the main option for consumers to make online purchases and sales transactions. E-commerce allows consumers to purchase goods and services without having to make transactions directly in a physical store, providing convenience and flexibility that were previously unavailable. This is revealed through the projected figures for e-commerce users which show a sharp decline from year to year.
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