PENGARUH CELEBRITY ENDORSEMENT DAN AFFILIATE MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION (ONLINE VS OFFLINE) PADA MASYARAKAT KOTA MANADO

Abstract

The development of digitalization and the increasing use of social media have significantly changed consumer behavior in determining shopping channels, both online and offline. This study aims to analyze the influence of Celebrity Endorsement and Affiliate Marketing on fashion product purchase decisions among the people of Manado City. A quantitative approach with causal associative research design was applied. Data were collected through questionnaires distributed to 50 respondents using purposive sampling. Data analysis included validity tests, reliability tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results indicate that Celebrity Endorsement has a significant partial effect on purchase decisions (t = 4.233; sig. = 0.000), Affiliate Marketing also shows a significant partial effect (t = 3.468; sig. = 0.001), and simultaneously both variables significantly influence purchase decisions (sig. = 0.000) with a contribution of 72% (R² = 0.720). Celebrity Endorsement is the dominant variable with a beta value of 0.481. These findings confirm that digital marketing strategies through celebrities and affiliates play an important role in shaping consumer purchase decisions in Manado City.