Celebrity Endorsements and Promotions: Enhancing Young Muslim Online Shoppers’ Satisfaction
Rochman Hadi Mustofa,
Silvi Asna Prestianawati,
Dhany Efita Sari
et al.
Abstract:This study explores the factors influencing consumer satisfaction among young Muslim online shopping users. Exogenous variables include celebrity endorsement, social media marketing, and promotion programs. Data were taken from 306 young Muslims from several cities in Indonesia. The analysis technique adopted structural equation modeling (SEM) with a reflective construct model. The findings reveal that celebrity endorsement through social media as the technology collection exerts the most significant influence… Show more
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