The purpose of this study is to analyze the variables of celebrity endorsers, online
customer reviews, and brand image on the purchase decision of Erigo products. This
type of research uses quantitative research. The population in this study is the people
of Purwokerto which amounted to 231,765 people. The sample in the study is people
who have bought Erigo products at least 1 time. Sampling in this study uses the
purposive sampling technique. Based on the criteria, a sample of 100 respondents
was obtained in the Purwokerto community. The data analysis techniques used were
validity test, reliability test, classical assumption test, multiple linear regression
analysis test, determination coefficient test, F-test and T-test. The results of the
study explain that the variables of celebrity endorser, online customer review, and
brand image simultaneously have a significant effect on purchase decisions.
Celebrity endorsers have a positive and significant effect on purchase decisions.
Online Customer Reviews have a positive and insignificant effect on purchase
decisions. Brand image has a positive and significant effect on purchase decisions.