ABSTRACT

This research aims to determine: 1) influence E-WOM, celebrity endorsement, and customer review simultaneously on buying interest. 2) influence E-WOM , celebrity endorsement, and customer reviews partially on buying interest. The sampling technique used was purposive sampling with 100 respondents who met the criteria. The data analysis techniques in this research are descriptive analysis, classical assumption testing, and multiple linear regression analysis using the SPSS Statistics 16 application program. The research results show that: 1) E-WOM, celebrity endorsement, and customer review simultaneously influence purchasing interest. 2) E-WOM, celebrity endorsement, and customer reviews partially influence buying interest.

Keywords: Electronic Word of Mouth (E-WOM), Celebrity Endorsement, and Customer Review