Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal Amkop Management Accounting Review (AMAR) IIJSE
Azwar Azwar
Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Indonesia
Humanities Economics, Econometrics & Finance Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
The Role Of Influencer Credibility And Electronic Word Of Mouth (E-wom) On Purchase Decisions Among TikTok Shop Users With Customer Trust As A Mediating Variabel Nawang Kencana Dewi; Lusia Tria Hatmanti Hutami; Azwar Azwar
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.9977

Abstract

The decline in public trust in social media influencers amid increasing shopping activity through TikTok Shop has given rise to a contradictory phenomenon in digital consumer behavior. This situation raises questions about the role of influencer credibility and electronic word of mouth in shaping purchasing decisions, as well as the importance of consumer trust as a link between the two. This study aims to analyze the influence of influencer credibility and electronic word of mouth on purchasing decisions with customer trust as a mediating variable. The study uses a quantitative approach with a survey method of 120 TikTok Shop users. Data analysis was performed using SEM-PLS. The results show that influencer credibility has a positive and significant effect on purchasing decisions and customer trust. Electronic word of mouth has a positive but insignificant effect on purchasing decisions, but a significant effect on customer trust. Furthermore, customer trust has a positive and significant effect on purchasing decisions and is able to mediate the influence of influencer credibility and electronic word of mouth. These findings confirm that consumer trust is a key factor in driving purchasing decisions on social commerce platforms.
The Influence of Celebrity Endorsement on Purchase Decisions through Brand Awareness and Brand Image as mediation Yamaha Nmax Motorcycle Users in Yogyakarta Alvito Marsandhi Marsandhi; Budi Setiawan; Azwar Azwar
Amkop Management Accounting Review Vol. 5 No. 2 (2025): July - December
Publisher : Yayasan Vifada Cendikia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.3459

Abstract

This study examines the influence of celebrity endorsement on purchase decisions with brand awareness and brand image serving as mediating variables among Yamaha NMAX users in Yogyakarta. The research is conducted in response to intense competition within the motorcycle industry and fluctuating sales trends, highlighting the need for effective marketing strategies to influence consumer purchasing behavior. A quantitative research design was applied using a survey method, with questionnaires distributed to 200 respondents selected through purposive sampling. Data analysis was carried out using Structural Equation Modeling (SEM) based on the Partial Least Square (PLS) approach. The findings reveal that celebrity endorsement has a positive and significant impact on brand awareness and brand image. Furthermore, brand image significantly influences purchase decisions, whereas brand awareness does not exhibit a significant effect on purchase decisions. In addition, celebrity endorsement does not directly affect purchase decisions in a significant manner. These results suggest that the impact of celebrity endorsement on purchase decisions is primarily mediated through brand image rather than through direct influence or brand awareness. The study emphasizes the importance of leveraging celebrity endorsement to strengthen brand image in order to enhance consumer purchase decisions.
Co-Authors Alvito Marsandhi Marsandhi Budi Setiawan Lusia Tria Hatmanti Hutami Nawang Kencana Dewi