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Christian, Michael
Universitas Bunda Mulia
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The Effect of Influencer Credibility and Celebrity Endorsements on Purchase Intention, with E-Trust as a Mediating Variable Setiawan, Kelvin; Christian, Michael
Enrichment: Journal of Multidisciplinary Research and Development Vol. 4 No. 1 (2026): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v4i1.658

Abstract

The rapid growth of digital marketing has transformed the way consumers interact with brands, particularly through the use of influencers and celebrity endorsements. However, the effectiveness of these strategies largely depends on the level of trust consumers develop in digital environments (e-trust). This study aims to analyze the effect of influencer credibility and celebrity endorsement on purchase intention, with e-trust as a mediating variable. This research adopted a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through a structured questionnaire using a Likert scale and analyzed to examine both direct and indirect relationships among variables. The results indicate that influencer credibility and celebrity endorsement have a positive and significant effect on e-trust. Furthermore, both variables also significantly influence purchase intention. E-trust is proven to have a positive effect on purchase intention and partially mediates the relationship between influencer credibility and celebrity endorsement with purchase intention. The structural model demonstrates strong predictive power and reliability. In conclusion, the effectiveness of influencer and celebrity-based marketing strategies is significantly enhanced when they are able to build consumer trust. Therefore, companies should prioritize selecting credible influencers and trustworthy endorsers to strengthen e-trust and increase consumer purchase intention
Co-Authors Alice Leonardi Liong Amelia Suryani Auditia Setiobudi Cahya, Kenny Oktavianus Celia Paramitha Chandra, Zelindio Danial Thaib Dedi Nurfalaq Dewantara, Yudhiet Fajar Eko Retno Indriyarti Ezra Deardo Purba Fensi, Fabianus Fitriana Titis Fitriana Titis Perdini Fitriana Titis Perdini Fitrianingrum Kurniawati, Fitrianingrum Galihwara Giam, Howard Sarmento Girsang, Lasmery Rosentauly Meissalinya Glisina Dwinoor Rembulan Halim Agung Halim Agung Henilia Yulita Henilia Yulita Henilia Yulita Henilia Yulita Ilona Vicenovie Oisina Situmeang Irlandra, Frendy Japri, Evan Pratama Jonathan, Ivan Jonnathan Jordian Julia Loisa Junianti, Stella Justinius Justinius Kikin H Mutaqin Kristanto, Eka Dana Kurnadi Gularso Kusumah, R Yayi Munara Kusumah, Yayi Munara Liem Bambang Sugiyanto Merisa, Merisa Nico Lukito Nicola, Nicola Nurfalaq, Dedi Pangestu Arifin Pangguna, Wihanry Paramitha, Celia Parasian, Franciskus Perdini, Fitriana Titis Pramudita, Pajar Ratna Muljani Santosa Refianto Refianto Retno Sari Murtiningsih Rima Melati Rima Melati Rima Melati Sander, Ongky Alex Santosa, Ratna Muljani Santoso, Greffin Geraldy Setiawan, Kelvin Silalahi, Ronald Maraden Parlindungan Stella Junianti Sugiyanto, Liem Bambang Sunarno Sunarno Sunarno Sunarno Sunarno Sunarno Susanty Dewi Winata Titis Setyono Adi Nugroho Vina Apriyana Vincent Nuari Wibowo, Suryo Wibowo, Suryo Yuli Kartika Dewi Yustinus Yuniarto Yustinus Yuniarto Zakarsyi Zakarsyi Zakarsyi, Zakarsyi