Pengaruh Celebrity Endorser, Brand Image, dan Elektronic Word of Mouth terhadap Pembelian Pada Pengguna E-Commerce Shopee di Indonesia

This study aims to examine the influence of variables Celebrity Endorser, Brand Image, and Electronic Word Mouth on Purchasing Decisions among Shopee e-commerce users in Indonesia. research is a causal quantitative data collection tools using closed questionnairevia google form. The population this were Indonesians who shop number samples 80 people. sampling technique used reseach isnon-probability with purposive method. analysis multiple linear regression test. uses IBM SPSS version 21 program.The results show that have positive significant effect Indonesia coefficient determination (R2) by 0.603 or 60.3%.