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All Journal Jurnal Bina Bangsa Ekonomika
Fathonah, Aulia
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Economics, Econometrics & Finance

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PENGARUH CELEBRITY ENDORSEMENT DAN CUSTOMER REVIEW TERHADAP PURCHASE INTENTION DENGAN TRUST SEBAGAI VARIABEL MODERASI PADA PRODUK AZARINE: SURVEI PADA KONSUMEN PRODUK AZARINE DI SURAKARTA Chelsia, Salva; Fathonah, Aulia; Dimas , Rohmat
Jurnal Bina Bangsa Ekonomika Vol. 18 No. 1 (2025): Jurnal Bina Bangsa Ekonomika (JBBE)
Publisher : LP2M Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jbbe.v18i1.576

Abstract

The purpose of this study was to determine and analyze whether celebrity endorsement and customer review have a significant effect on purchase intention which is moderated by trust in Azarine products. This study uses primary data and uses questionnaire techniques. The population in this study amounted to 65 consumers of Azarine products, with the criteria of women and men aged 17-35 years in Surakarta City. The sample in this study used purposive sampling. Data processing using SPSS 25. The data analysis technique used is MRA. The results of this study indicate that celebrity endorsement and customer review have a significant effect on purchase intention. Trust moderates the effect of celebrity endorsement on purchase intention on Azarine products, but trust does not moderate the effect of customer reviews on purchase intention on Azarine products. Thus, the advice given by researchers to Azarine products is that management should pay more attention to reviews made or written by consumers on online platforms. Negative comments must be responded to immediately to provide balanced information. To prospective buyers who tend to read consumer reviews
Co-Authors Chelsia, Salva Dimas , Rohmat