Pengaruh Harga, Celebrity Endorser, Kepercayaan, dan Psikologi Terhadap Keputusan Pembelian Online Shop Di Media Sosial Instagram

Abstract

This research aimed to know about price, celebrity endorser, trust and psychology either partially or simultaneously influences Online shop purchase decision in Instagram (a study case at the students of economics and business faculty of Malikussaleh University Lhokseumawe) and to know the most dominant factor that influences Online shop purchase decision. The research result indicated that price, celebrity endorser, trust, and psychology simultaneously and significantly influenced online purchase decision in Instagram.. Other result indicated  price, trust, and psychology partially influenced Online purchase decision. Celebrity endorser did not influence online purchase decision in Instagram. The most dominant variable that influenced online purchase decision was price.

Keywords:    Price, Celebrity Endorser, Trust, Psychology.