DIGITALIZATION STRATEGIES THROUGH BRAND IMAGE, CELEBRITY ENDORSER, AND EWOM OF INDONESIAN HALAL PRODUCT TOWARDS A PURCHASE DECISION

Authors

  • Yusepaldo Pasharibu Management Department, Faculty of Economics and Business, Universitas Kristen Satya Wacana1, Indonesia
  • Ajeng Nurhidayah

DOI:

https://doi.org/10.29040/ijebar.v5i3.3034

Abstract

A purchase decision is one essential goal that all businesses want to achieve, particularly to sustain their business. In order to pursue that objective, businesses apply various digitalization strategies, including strengthening the image of their brands, approaching celebrity endorsers, and spreading the power of electronics word of mouth (eWOM). However, there was an inconsistent result that stated brand image and eWOM do not influence a purchase decision. Based on those explanations, this study examined whether brand image, celebrity endorser and eWOM have an influence towards purchase decision. To aim the research objectives, the data from 245 respondents collected using a purposive sampling technique through both online and offline questionnaires. Thus, collected data were analyzed using multiple regression analysis techniques. The results of this study conclude that all variables, including brand image, celebrity endorser, and eWOM positively influence towards purchase decision of Indonesian halal products both partially and simultaneously. Furthermore, the degree of the significant result might allegedly be supported by some predominate indicators, including the research object that recognizes as a halal product or responsible and trustee. Keywords: brand image, celebrity endorser, electronic word of mouth, purchase decision

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Published

2021-09-30

How to Cite

Pasharibu, Y., & Nurhidayah, A. (2021). DIGITALIZATION STRATEGIES THROUGH BRAND IMAGE, CELEBRITY ENDORSER, AND EWOM OF INDONESIAN HALAL PRODUCT TOWARDS A PURCHASE DECISION. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(3), 2771–2782. https://doi.org/10.29040/ijebar.v5i3.3034

Issue

Vol. 5 No. 3 (2021): IJEBAR : Vol. 05, Issue 03, September 2021

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