The Influence of TikTok Celebrity Endorsers (Pasutri Aseek) and Price on Purchase Decisions for Kawanua Teh Tarik at Megamall Manado
DOI:
https://doi.org/10.35797/ejp.v7i1.67894Keywords:
Celebrity Endorser, Price, Purchasing Decision, TikTokAbstract
This study aims to determine and analyze the influence of TikTok celebrity endorsers (Pasutri Aseek) and price on the purchasing decisions of Teh Tarik Kawanua at Megamall Manado. The study employed a quantitative approach with an associative research type. Data were collected through questionnaires distributed to consumers who had purchased Teh Tarik Kawanua and watched Pasutri Aseek’s promotional content on TikTok. The sampling technique used was purposive sampling, with a total of 89 respondents. The data were analyzed using multiple linear regression analysis, correlation analysis, and hypothesis testing through partial and simultaneous tests. The results showed that the TikTok celebrity endorser Pasutri Aseek had a positive and significant effect on purchasing decisions. Price also had a positive and significant effect on purchasing decisions. Simultaneously, both variables significantly influenced the purchasing decisions of Teh Tarik Kawanua at Megamall Manado. These findings indicate that the use of celebrity endorsers with strong attractiveness and credibility, along with appropriate pricing strategies, can enhance consumers’ purchasing decisions toward Teh Tarik Kawanua products.
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