Abstract
The phenomenon captured in this research is that in the top brand index from 2019 to 2023, Blibli is the e-commerce with the lowest top brand index. The aim of this research was to identify the influence of Viral Marketing, Influencer Marketing and Celebrity Endorsers on purchasing decisions at Blibli E-commerce. The respondents in this research were Indonesian students totaling 200 respondents, using purposive sampling data collection techniques. data processed with SPSS. The results of data processing show that, Viral Marketing, Influencer Marketing and Celebrity Endorsers have a positive and significant influence on purchasing decisions at Blibli E-commerce made by Indonesian students. The interesting thing in this research is that Indonesian students decide to buy products at Blibli because of celebrities. The endorser is Yura. This is because the communication style provided by Yura as a celebrity endorser is very attractive and convincing to Indonesian students.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: INTERNATIONAL CONFERENCE ON DIGITAL ADVANCE TOURISM, MANAGEMENT AND TECHNOLOGY
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
