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The rapid expansion of digital technology in Indonesia has fostered a techsavvy population utilizing digital platforms for information acquisition and social interactions. This technological growth has also spawned novel business prospects, particularly in e-commerce. Shopee, an online marketplace, is a notable example of ffacilitating direct interaction between sellers and buyers through digital means. Benefitting from being the sixth-largest global internet user community, Indonesia provides a fertile ground for e-commerce enterprises. The Greater Malang area, housing a significant student population, emerges as a lucrative demographic for online businesses catering to their needs. This research evaluates how Experiential Marketing and Celebrity Endorsement impact Purchasing Decisions, consequently shaping Consumer Satisfaction for Shopee users in Greater Malang. Employing non-probability sampling with purposive selection, the study engages 114 Shopee users in the Malang Raya region and employs path analysis for variable assessment. The findings underscore the affirmative and substantial influence of Experiential Marketing on Purchasing Decisions and the comparable impact of Celebrity Endorsement. Moreover, both Experiential Marketing and Celebrity Endorsement positively and significantly affect Customer Satisfaction. In tandem, Consumer Satisfaction emerges as positively affected by Purchasing Decisions. Consequently, the study underscores Shopee's favorable reception among application users in the Malang Raya region. In conclusion, as the digital landscape burgeons in Indonesia, e-commerce ventures like Shopee thrive. Through strategic employment of Experiential Marketing and Celebrity Endorsement, Shopee effectively steers Purchasing Decisions, culminating in enhanced Consumer Satisfaction— a phenomenon well-evidenced among Shopee's user base in the Greater Malang area.

Article Details

Author Biographies

Yoga Andika, Universitas Gajayana Malang

Fakultas Ekonomi dan Bisnis

Ernani Hadiyati, Universitas Gajayana Malang

Fakultas Ekonomi dan Bisnis

M. Imron, Universitas Gajayana Malang

Fakultas Ekonomi dan Bisnis