Analysis of the effect of Celebrity Endorsements and customer experience on purchasing decisions with viral marketing as a mediating variable
Sindhu Alamsyah, Ratih Hurriyati, Heny Hendrayati

Universitas Pendidikan Indonesia
Universitas Pendidikan Indonesia
Universitas Pendidikan Indonesia

Abstract

This study aims to empirically examine 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 tourist location. The research method used is a quantitative technique with path analysis method. The results of this study indicate that celebrity endorsements do not have a significant influence on viral marketing and purchasing decisions, while customer experience has a significant influence on viral marketing and purchasing decisions.

Keywords: Endorsment celebrity, customer experience, viral marketing, Purchase decision

Topic: Marketing Management