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All Journal Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo Madura
Sugeng Purwanto
Management Study Program, Veteran National Development University
Humanities Economics, Econometrics & Finance Social Sciences

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The Influence Of Celebrity Endorsers And Electronic Word Of Mouth On Purchase Decision Trust On Lazada Marketplace Surabaya Fidela Mandasari; Eko Purwanto; Sugeng Purwanto
Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo Vol 16, No 1: January - March 2023
Publisher : LPPM Universitas Trunojoyo Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21107/pamator.v16i1.19059

Abstract

Celebrity endorsers and electronic word of mouth are essential factors in creating trust and consumer purchase decisions for Lazada. Therefore, this study aims to determine whether celebrity endorsers and electronic word-of-mouth marketing can influence a consumer's purchase decision directly or through trust. The type of data used in this study is quantitative data. The sampling technique used in this study was nonprobability sampling with the purposive sampling method. Thus the sample used was 102 Lazada marketplace customers in Surabaya. The data analysis technique used to process data is SmartPLS. The results of this study show that Celebrity endorsers and Electronic word of mouth have a positive and significant effect on purchase decisions. Furthermore, Celebrity Endorsers and Electronic word of mouth positively and significantly affect purchase decisions through trust
Co-Authors Eko Purwanto Fidela Mandasari