The Effect of Celebrity Endorsement, Electronic Word of Mouth, and Customer Satisfaction to Purchasing Decision

This study aims to determine the effect of celebrity endorsement, electronic word of mouth and customer satisfaction on consumer purchasing decisions. The population in this study were Miting Lobster visitors in Jakarta, the number of samples used in the questionnaire was 140 respondents. Data collection methods using survey methods, the research instrument is a questionnaire. The data analysis method uses Partial Least Square. This research proves that there is a significant influence between celebrity endorsement on purchasing decisions, there is no influence between the electronic word of mouth with purchasing decisions and there is a significant influence between customer satisfaction with purchasing decisions.

gained. Satisfaction is an assessment of the characteristics or features of a product or service, or the product itself, which provides a level of consumer pleasure related to the fulfillment of consumer consumption needs. Consumer satisfaction can be created through quality, service, and value. The key to achieving customer loyalty is to provide high customer value. According to Kotler & Armstrong (2016), customer value is the ratio of customers between all profits and all costs that must be incurred to receive the offer given. Total customer costs are a group of costs used in assessing, obtaining and using products or services. Because customer satisfaction is very dependent on customer perceptions and expectations, then as a supplier of products need to know the factors that influence it. A good product is a product that is able to meet the expectations of its customers, so that customers will have a positive experience after buying the product; (2) Subjective Dis-confirmation, customers are satisfied if there are no things or reasons related to product non-conformities that are subjective; (3) Performance Outcomes, customers are satisfied with the overall performance of the products he buys and get optimal benefits in accordance with what he wants (Agus Salim, M., & Ali, H. (2017).

Indicators of Customers Satisfaction
According to Maylina (2013), the attributes that makeup customer satisfaction are known as "The Big Eight" which consists of: 1. Value to Price Relationship, which is the relationship between price and product value which is determined by the difference between the value received by the customer for a product produced by a business entity. 2. Product Quality is the quality of all the components that make up the product so that the product has added value or can provide benefits to consumers. 3. Product Features means the physical components of a product that produce benefits. 4. Reliability means a combination of the ability of a product from a reliable business entity, so that a product produced can be by what is promised by the company or by consumer expectations. 5. Warranty is an offer to return the purchase price or make repairs to a damaged product in a condition where a product is damaged. 6. Response to and remedy of problems means the attitude of employees in responding to complaints or assist customers in overcoming problems that occur. 7. Sales Experience means an interpersonal relationship between employees and consumers, especially in terms of communication-related to the purchase. 8. The convenience of Acquisition means the convenience provided by business entities to consumers of the products they produce.

Purchasing Decision
According to Kotler & Armstrong (2016) is the stage in the decision-making process of buyers where consumers buy. Decision making is an individual activity that is directly involved in obtaining and using the goods offered. Another definition of a purchasing decision is the buyer's decision about which brand to buy. Consumers can form the intention to buy the most preferred brand. Purchasing decision is a process of decision making about a purchase which includes determining what to buy or not to make a purchase (Kotler and Armstrong, 2016).

Indicators of Purchasing Decisions
Dimensions and indicators of purchasing decisions according to Tjiptono (2012) explain that the consumer's decision to purchase a product includes six sub-decisions as follows: 1. Product choices Consumers can decide to buy a product or use the money for other purposes. In this case, the company must focus its attention on the people who are interested in buying a product and the alternatives they are considering. For example the need for a product, the diversity of product variants and product quality. 2. Brand choice The buyer must decide which brand to buy. Each brand has its differences. In this case, the company must know how consumers choose a brand. For example brand trust and popularity. 3. Channer's choice The buyer must decide on which supplier to visit. Each buyer has different considerations in terms of determining the supplier can be due to the close location factor, the price is cheap, a complete inventory of goods and others. For example ease of getting products and product availability. 4. Time of purchase. Consumer decisions in choosing the time of purchase can vary, for example, someone buys once a month, three months, six months or once a year. 5. Several purchases Consumers can make decisions about how many products to buy at a time. Purchases made may be more than one. In this case, the company must prepare the number of products according to the different desires of the buyers. For example the need for products. Based on the dimensions and indicators of the purchase decision above, it can be concluded that in measuring purchasing decisions, consumers always consider the choice of products, brands, distributors, time of purchase, and the number of purchases by consumer needs for an item.

METHOD
The sampling technique in this study was purposive sampling, where the researchers determined their samples taken because of certain considerations. Samples were taken at random, but determined by the researchers themselves. The technique was chosen because this technique is relatively easy to implement for consumers who are in the Lobster Miting restaurant in the Rawa Sari area of Central Jakarta. The determination of the sample is based on the following criteria, which include: (1) Lobster Miting Consumers; (2) Willing to fill out questionnaires distributed by researchers; (3) Make a purchase at the Lobster Miting in the Rawa Sari area of central Jakarta.

PLS (Partial Least Square) is a component analysis method or variable Based Structural Equation Modeling
where the data processing is a Partial Least Square (Smart-PLS) version 3.0 PLS program. PLS is intended for causal-predictive analysis in situations of high complexity and low theoretical support (Ghozali, 2014).

Discriminant Validity
To test discriminant validity, Ghozali (2015) recommends using reflexive indicators by looking at the value of cross-loading for each variable that must be> 0.50. or an indicator is declared valid if it has the highest loading factor to the intended construct compared to the loading factor to other constructs. Thus, latent constructs predict indicators in their blocks better than indicators in other blocks.

c. T-Statistic Value Test Results
T-Statistic (bootstrapping) is used to see the significant value between constructs. The limit for rejecting and accepting the proposed hypothesis is ± 1.96, which if the t-statistic value is in the range of -1.96 and 1.96 then the hypothesis will be rejected or in other words, accept the null hypothesis (H0).   Table 9, it appears that the Celebrity Endorsement Path Coefficient Value for the Purchase Decision variable is positive, that is 0.323. Then, it can be seen that the t statistic is 5,388 ≥ 1.96 (Ghozali, 2015) so that it can be said to have a positive and significant effect. Thus, the H1 Hypothesis in this study was declared acceptable.

Electronic Word of Mouth on Purchasing Decisions
Based on Table 9, it can be seen that the path coefficient value of the Electronic Word of Mouth variable on the Purchase Decision variable is positive, that is 0.026. Then, it can be seen that the t statistic is 0.616 ≤ 1.96 (Ghozali, 2015) so that it can be said to have a positive and not significant effect. Thus, the H2 Hypothesis in this study was declared rejected 3. Customer Satisfaction of Customer Satisfaction Based on Table 9, it can be seen that the Path Coefficient Value of the Customer Satisfaction variable to the Purchase Decision variable is positive at 0.295. Then, a T-statistic of 4.912 ≥ 1.96 is seen (Ghozali, 2015) so that it can be said to have a positive and significant effect. Thus, the H3 Hypothesis in this study was accepted. In conclusion, Customer Satisfaction has a positive and significant impact on Purchasing Decisions.

DISCUSSION
The results of the Partial Least Square Model (PLS) Schema Analysis of the researcher will describe the discussion in accordance with the 3 Hypotheses that were designed. 1. Celebrity Endorsement Influences Purchasing Decisions. Celebrity Endorsement has a positive and significant influence on Purchasing Decisions. This is similar to research conducted by Michael Y. Angkasa (2017) which states that Celebrity Endorsement has a positive and significant effect on consumer purchasing decisions in terms of purchasing motorcycle products. Similarly, in this study, the figure of Celebrity Endorsement can attract consumers in terms of purchasing decisions Lobster Miting products. In this research, it is known that the Celebrity indicator that most strongly influences purchasing decisions is Experienced where the experience of a Celebrity Endorsement will be able to influence customers to make a purchase, the more experience a Celebrity Endorsement will have, the more influence the customer makes in purchasing decisions compared to the Beautiful indicator because the customer will trust someone more based on their experience or experience compared to their physical appearance. So that Celebrity Endorsements used in introducing their products in accordance with the desired results intended from the benefits of the product will be easier to attract the attention of consumers, so consumers are moved to make purchasing decisions on these products. Journal of Marketing andConsumer Research www.iiste.org ISSN 2422-8451 An International Peer-reviewed Journal Vol.67, 2020 32 2. Electronic Word of Mouth has no effect on Purchasing Decisions. Electronic Word of Mouth has no positive and significant effect on Purchasing Decisions. In this study, respondents did not care about the comments or reviews given by consumers even though they themselves like to provide information related to lobster miting restaurants online. This is in line with previous research conducted by Tommi and Eristia (2014). This research is not in line with previous studies conducted by Muhamad Juliatrin Chairul Akbar Sunarti (2018) where the results of the study gave rise to that the Electronic Word of Mouth had a high influence on purchasing decisions. 3. Customer Satisfaction has a positive and significant impact on Purchasing Decisions. Customer Satisfaction has a positive and significant influence on purchasing decisions where respondents feel satisfied both in terms of price and service of the research object, the indicator of customer satisfaction variables that most influences on purchasing decisions is the Product Feature indicator where the more complete the facilities provided the more it will encourage customers to make a purchasing decision compared to the Value to price relationship indicator in which in this study customers are more satisfied with the facilities and facilities provided by lobster miting restaurant compared to the price and quality of products offered by lobster miting. This research is in line with research conducted by Muiszudin (2016) which shows that there is a strong and significant correlation between consumer satisfaction with purchasing decisions, so the greater satisfaction felt by consumers will strengthen consumers to make a purchase of a product.

CONCLUSION
Based on the research results, here are some conclusions in this study: (1) Celebrity Endorsement has a positive and significant effect on Purchasing Decisions; (2) Electronic Word of Mouth has no effect on Purchasing Decisions (3) Customer Satisfaction has a positive and significant effect on Purchasing Decisions. Based on the conclusion, it is known that Celebrity Endorsement is able to improve purchasing decisions. Therefore, it is recommended to provide interesting content to be presented by Celebrity Endorsement so that the Celebrity Endorsement can attract the attention of customers to make purchases at lobster miting restaurants. As well as choosing Celebrity Endorsements who have extensive experience in the culinary field, for example by bringing in an Indonesian chef master to be reviewed objectively.
Based on the conclusions, it is known that Electronic Word of Mouth is less able to contribute to purchasing decisions seen from the facts in the field where even though negative comments are more than positive comments, it does not have a significant effect on purchases. This is because in this study the influence of Celebrity Endorsement has a related relationship. the most powerful way to influence purchasing decisions.
Based on the results of the conclusion it is known that Customer Satisfaction is able to improve purchasing decisions. Therefore, it is suggested that lobster crab restaurants can improve the quality of products and services of lobster crabs, provide the best prices and improve the quality of products, services, and facilities to be able to continue to increase consumer purchases.
Further research needs to be conducted on the impact of demographics on purchasing decisions because this study shows the majority of buyers in lobster miting restaurants are lower middle class.