Darmawan, Muhammad Mahesa and Listyorini, Sari (2025) THE EFFECT OF CELEBRITY ENDORSER AND ELECTRONIC WORD OF MOUTH ON CRYPTOCURRENCY PURCHASE DECISION IN REKU USER. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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Abstract

Investment is one of the sectors that is growing continuously, one of the areas of
investment that continues to grow is cryptocurrency, especially the trading platform
of the exchange itself. One of the cryptocurrency exchange companies that is
growing in the Indonesian market is Reku. Various marketing strategies are used by
companies to promote their products to increase sales figures so that they can
compete with other brands in the market. Marketing strategies that are currently
rampant such as celebrity endorser and electronic word of mouth. This strategy has
been carried out by Reku in order to promote their products. This study aims to
determine the influence between celebrity endorser and electronic word of mouth
on Reku purchase decisions among Indonesian people. This research is included in
explanatory research using non-probability sampling and purposive sampling as
sampling techniques. The sample used was 100 people who were already wearing
Reku. This study uses validity tests, reliability tests, correlation coefficients,
determination coefficients, simple linear regression, multiple linear regression, t
test, and F test with SPSS 30 application tools. The results of this study show that
there is a partial positive influence of each variable, namely celebrity endorser and
electronic word of mouth on purchase decisions. Simultaneously, these two
variables influence consumer purchasing decisions
Kata kunci: Celebrity Endorser, Electronic Word of Mouth, Purchase Decision
190. Administrasi Bisnis 2025

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