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All Journal International Journal of Business and Applied Economics (IJBAE)
Wanda Prastiti Rizki Wahyudi
Management Study Program, Faculty of Economics and Business, East Java "Veteran" National Development University
Decision Sciences, Operations Research & Management

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The Influence of Celebrity Endorser and Trust on Product Purchasing Decisions Baper Shop Surabaya Wanda Prastiti Rizki Wahyudi; Nuruni Ika Kusuma Wardhani
International Journal of Business and Applied Economics Vol. 2 No. 5 (2023): September 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijbae.v2i5.5994

Abstract

This research aims to analyze the influence of celebrity endorsers and trust on purchasing decisions for Baper Shop Surabaya products. The research approach used in this research is a quantitative approach. The sample in this study consisted of 104 respondents from Surabaya city residents who were at least 17 years old and had made purchases at Baper Shop Surabaya. The sampling technique used was non-probability sampling in the form of accidental sampling. Data obtained by distributing questionnaires. The data analysis method uses Partial Least Square (PLS) analysis with the help of the SmartPLS 3.0 program. The research results show that celebrity endorsers and trust have a positive and significant effect on purchasing decisions for Baper Shop Surabaya products.
Co-Authors Nuruni Ika Kusuma Wardhani