Journal of Economic, Bussines and Accounting (COSTING)
Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)

BRAND TRUST DAN BRAND ATTITUDE SEBAGAI MEDIATOR CELEBRITY ENDORSEMENT DAN PURCHASE INTENTION STUDI PENGGUNA E-COMMERCE TIKTOK SHOP

Meliana, Hani (Unknown)

Article Info

Publish Date
06 Nov 2024

Abstract

Penelitian ini menguji bagaimana pengaruh brand trust dan brand attitude berfungsi sebagai mediator pengaruh celebrity endorsement terhadap purchase intention pada e-commerce TikTok Shop. Metode survei berupa kuesioner self-administered yang melibatkan 240 responden dengan mengadopsi teknik purposive sampling dengan kapabilitas sampel pengguna e-commerce TikTok Shop berusia minimal 17 tahun yang berdomisili di Pulau Jawa dan pernah berbelanja melalui platform tersebut. Analisis ini mengimplementasikan structural equation modeling (SEM) menggunakan software AMOS versi 24. Temuan membuktikan bagaimana celebrity endorsement memengaruhi brand trust dan brand attitude, yang pada gilirannya berdampak pada purchase intention.

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Journal Info
Journal of Economic, Bussines and Accounting (COSTING)
Website

Abbrev

COSTING

Publisher

Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi

Subject

Economics, Econometrics & Finance

Description

COSTING : Journal of Economic, Bussines and Accounting reviewed covers theoretical and applied research in the field of Economics, Business and Accounting. Priority is given to those articles which satisfy the main scope of the journal, and have an impact in the research areas of interest. ...