Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Movere Journal
Haidir, Zul
Unknown Affiliation
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Celebrity Endorse Dan Online Customer Review Terhadap Keputusan Pembelian Dengan Kepercayaan Sebagai Variabel Intervening Pada Marketplace Shopee (Studi Pada Konsumen Pengguna Marketplace Shopee Di Kota Langsa) Haidir, Zul; Chandra, Riny; Amilia, Suri
Movere Journal Vol. 7 No. 1 (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi (STIE) Tri Dharma Nusantara Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53654/mv.v7i1.524

Abstract

Abstract: The aim of this research is to determine the influence of celebrity endorsements and online customer reviews on purchasing decisions with consumer trust as an intervening variable (case study of Shopee marketplace users in Langsa City). This research is a quantitative research that uses primary data with a population of Shopee users in Langsa City. The sampling technique used non-probability sampling with a purposive sampling method, the number of respondents was 100 respondents. The data was processed using SPSS for Windows 25, the analysis methods used were the classical assumption test, Sobel test, path analysis and hypothesis testing. Research results: 1) celebrity endorsements influence purchasing decisions, 2) online customer reviews influence purchasing decisions, 3) celebrity endorsements influence trust 4) online customer reviews influence trust, 5) consumer trust cannot mediate celebrity endorsements on purchasing decisions 6) consumer trust can mediate online customer reviews on purchasing decisions, 7) consumer trust influences purchasing decisions Keywords : Celebrity Endorsement, Online Customer Review, Purchase Decision,Trust
Co-Authors Riny Chandra SURI AMILIA, SURI