Peran Trust Dalam Memediasi Antara Viral Marketing dan Celebrity Endorse Terhadap Purchase Decision Pada Produk Ms. Glow (Studi Kasus di Shopee JUSTMSGLOW) - Aprilia, Arinda; Muzdalifah, Laily (Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo, 2023)
Abstract Research with the aim of knowing the role of Trust as mediating the influence of Viral marketing and Celebrity endorsers on purchase decisions on Ms. Glow products at the Shopee JUSTMSGLOW online store. The research method uses quantitative methods, the population of this study is all consumers of Ms. Glow products at Shopee JUSTMSGLOW with a total of 42,900 followers, a sample of 100 respondents with sampling techniques using purposive sampling, data collection using questionnaires. Data analysis using descriptive statistical analysis, classical assumption test and hypothesis testing with the help of SmartPLS data processing software. The results concluded that Trust is able to mediate the influence of Viral marketing and Celebrity endorsers on purchase decisions on Ms. Glow products at the Shopee JUSTMSGLOW online store.Keywords:Â Trust, Viral Marketing, Celebrity Endorser, Purchase DecisionAbstrakPenelitian dengan tujuan untuk mengetahui peran Trust sebagai mediasi pengaruh Viral marketing dan Celebrity endorser terhadap purchase decision pada produk Ms. Glow Di toko online Shopee JUSTMSGLOW. Metode penelitian menggunakan metode kuantitatif, populasi penelitian ini yaitu seluruh konsumen pada produk Ms. Glow di Shopee JUSTMSGLOW dengan jumlah 42.900 pengikut, sampel 100 responden dengan teknik pengambilan sampel menggunakan purposive sampling, pengumpulan data menggunakan kuisioner. Analisa data menggunakan analisis statistik deskriptif, uji asumsi klasik dan uji hipotesis dengan bantuan software pengolahan data SmartPLS. Hasil penelitian menyimpulkan bahwa Trust mampu menjadi mediasi pengaruh Viral marketing dan Celebrity endorser terhadap purchase decision pada produk Ms. Glow Di toko online Shopee JUSTMSGLOWKata Kunci: Trust, Viral Marketing, Celebrity Endorser, Purchase Decision