ELECTRONIC WORD OF MOUTH (E-WOM), CELEBRITY ENDORSEMENT AND LIFESTYLE IN THE INTEREST OF BUYING ONLINE SHOP PRODUCTS

Purpose: This research is motivated by the rise of commerce via the internet or so-called electronic commerce (E-commerce). From a businessman's point of view, this is an opportunity for them to increase their business by creating an online shop that is included in several marketplaces. Electronic Word of Mouth (e-wom) includes testimonials from someone who has bought, then there are also figures who are fond of using the product, namely Celebrity endorsers and student lifestyle. The purpose of this study is to reveal how these aspects influence buying interest. Design/methodology/approach: The method in this study uses a quantitative approach by describing multiple linear regressions. The sample research method used is non-probability sampling with the consideration that all populations cannot be used as a sample. The sample obtained was 200 students. Findings: Based on the data analysis, it can be concluded that there is a significant effect of E-WOM on the interest in buying online shop products, there is a significant influence of celebrity endorse on the interest in buying online products, there is a significant influence of lifestyle on the interest in buying online shop products, there is an effect of E-WOM, Celebrity Endorse. and lifestyle simultaneously on the interest in buying online shop products. Research limitations/implications: All respondents of this research are student. Practical implications: Result of this research can be used as references in creating interest in buying online product. Originality


I. INTRODUCTION
The development of information technology is increasingly progressing day by day. Almost all activities carried out by humans are related to information technology, namely by involving the internet. This is also very influential on existing economic activities, namely about trade by utilizing internet media in trading which is called e-commerce.
E-commerce is an opportunity for the community, especially for business people to find more consumers to sell their products. So that the real step taken by business people is to create an online shop or commonly called an online shop. The existence of an online shop also makes it easy for people as consumers to find information about products that are in accordance with what they need. One way of marketing that can influence consumer interest in buying a product is the existence of E-Wom. Electronic Word of Mouth (e-wom) is one of

II. METHODOLOGY
This research approach is a quantitative approach by describing multiple linear regressions, namely there are independent variables and dependent variables. The independent variables in this study are e-wom, celebrity endorse and lifestyle while the dependent variable is buying interest (Y), the three variables X1, X2 and X3 will be analyzed the influence of each of these independent variables on the dependent variable (Y). The analysis then analyzed the two independent variables, then continued by analyzing the two independent variables together.
The population in this study were Surabaya students. The sample research method used is non-probability sampling with the consideration that all populations cannot be used as a sample. The sampling technique was carried out by purposive sampling, namely taking based on criteria, namely students following or following the online shop fashion account. So that the sample obtained is 200 students.
The data collection method used in this study was interviews which were conducted by first asking students before being given a questionnaire with questions or statements about the four variables. In addition, a questionnaire or questionnaire is used to collect primary data on these variables.
This multiple linear regression analysis uses the classical assumption test (Ghozali, 2013) including the normality test, multicollinear test, heteroscedasticity test, and linearity test used in this study. There are two statistical tests used in this study, namely the t test and the F test. Y). The F test is used to determine whether or not there is an effect of e-wom (X1) celebrity endorse (X2), lifestyle (X3) simultaneously on purchase interest (Y).

III. RESULTS AND DISCUSSION
Based on the results of the normality test using Kolmogorov Smirnov, it is known that the residual data obtained a p-value of 0.200, where the p-value or Asymp. Sig (2-tailed) is (0.200)> 0.05 so it can be concluded that the data tested is normally distributed, so that the assumption of normality is fulfilled. It is known that each variable has a Tolerance value greater than 0.10 and a VIF value less than 10, so this indicates that there is no multicollinearity in the regression model, so that the regression model does not have a multicolonierity problem or there is a correlation relationship between the independent variables. the heterrocedasticity test with the Spearman Rank correlation test, the results obtained the value of Sig. (2-tailed) which is connected to the absorption as the Y value on the Electronic Word Of Mouth (X1) variable of 0.544, Celebrity Endorse (X2) of 0.752, and Lifestyle (X3) of 0.850 which is greater than 0.05. So it can be concluded that there is no heteroscedasticity in the regression model. The linearity test shows that the significance value in Linearity for the X1 variable is 0.017, and for the X2 and X3 variables each is 0.000, which means that it is less than the significance value of 0.05. This means that the variables X1, X2 and X3 with variable Y have a linear relationship.
Based on the significance test that has been carried out, the regression equation buying online shop financial literacy on impulsive buying behaviour. If financial literacy experiences this means that the higher the E-Wom given, the higher the buying interest that occurs.
Based on the second hypothesis test, the value of the regression coefficient of the Celebrity endorse variable (X2) is 0.104, indicating a unidirectional influence between Celebrity endorse (X2) and online shop buying interest (Y). If product knowledge has increased by one direction unit, it will result in an increase in interest in buying online shop products by 0.104 and it is assumed that for other variables 0 or eliminated. This means that the influence of Celebrity endorsement can increase consumer buying interest.
Based on the third hypothesis test, the value of the lifestyle variable regression coefficient (X3) is 0.319 which indicates a unidirectional influence between lifestyle (X3) and the interest in buying online shop products (Y). If the lifestyle has increased by one direction unit, it will result in an increase in interest in buying online shop products by 0.319 and it is assumed that for other variables 0 or eliminated. This means that the lifestyle has a considerable influence in creating consumer buying interest.
Based on the Fourth hypothesis test, value of the Electronic Word Of Mouth has a positive and significant effect on online shop buying interest. This is shown from the t test of partial hypothesis testing between X1 (E-Wom) variables which shows t count (2.134)> t table (1.971). This means that the test variable X1 (E-Wom) affects Y (Purchase Interest).Celebrity Endorse has a positive and significant effect on online shop buying interest. This is shown from the t test of partial hypothesis testing between the X2 variables (celebrity endorse) showing t count (3.020)> t

IV. CONCLUSION
Based on the research results, it can be concluded that: 1. Electronic Word Of Mouth partially has a significant effect on buying interest in online shop products.
From these results it can be concluded that when the effect of word of mouth marketing is high, it will affect the interest in buying online shop products.