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All Journal JURNAL MANAJEMEN BISNIS
Barus, Hendra Budianto
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Economics, Econometrics & Finance

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The Role of Celebrity Endorsers and Brand Awareness on Purchasing Decision through Trust in E-Commerce Consumers in Yogyakarta Barus, Hendra Budianto; Fadhilah, Muinah; Cahyani, Putri Dwi
Jurnal Manajemen Bisnis Vol. 11 No. 1 (2024): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v11i1.719

Abstract

This study aims to determine the effect of celebrity endorsers and brand awareness on purchasing decisions through trust in Tokopedia E-Commerce consumers in Yogyakarta. This research uses quantitative methods. The population is Tokopedia E-Commerec consumers in Yogyakarta. The sampling technique used is nonprobability sampling by distributing questionnaires to 100 respondents measured on a Likert scale. For data analysis techniques using multiple linear regression analysis methods. The results of this study indicate that celebrity endorsers (X1) have a positive and significant effect on purchasing decisions (Y) and trust (Z), brand awareness (X2) has a positive and significant effect on purchasing decisions (Y) and trust (Z), trust (Z) has a positive and significant effect on purchasing decisions (Y). And there is a positive and significant influence of celebrity endorsers and brand awareness on purchasing decisions through trust.
Co-Authors Muinah Fadhilah, Muinah Putri Dwi Cahyani, Putri Dwi