The Effect Of Endorssement And Social Media Marketing On Consumer Purchase Decisions At Anna Online Shop

• Munawir

  Author

• Nurjannah

  Author

• Salman Zidane

  Author

• Nur Alam Nuari

  Author

• Wahab

  Author

• Muh Chaeran

  Author

This study aims to determine the effect of endorsements and social media marketing on consumer purchasing decisions at Anna Online Shop in Palopo City. The development of digital technology encourages businesses to utilize social media as an effective marketing strategy. Endorsements by influencers and content strategies on social media have been proven to build trust, increase brand awareness, and influence consumer purchasing decisions. This study uses a quantitative approach with a survey method by distributing questionnaires to 30 respondents selected incidentally. Data were analyzed using multiple linear regression analysis with the help of SPSS. The results of the analysis show that endorsements and social media marketing have a positive and significant effect, both simultaneously and partially, on purchasing decisions. This finding indicates that the combination of the two strategies is effective in encouraging consumer interest and decisions to purchase Anna Online Shop products.

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