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The Influence of Celebrity Endorsement On the Trust and Decisions Of The People Buying In Online Shop Through Social Media In Makassar

Daga, Rosnaini (2021) The Influence of Celebrity Endorsement On the Trust and Decisions Of The People Buying In Online Shop Through Social Media In Makassar. In: The 3rd International Conference on Business and Banking Innovations, 6 & 7 March 2021, Surabaya.

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Abstract

The role of Celebrity Endorsement as a determining factor in purchasing a product is not new. Some companies use artists in bringing products to the community. This study aims to determine the effect of Celebrity Endorsement on trust and buying decisions on online shops on social media. The snowball sampling method is used in determining the sample, with the acquisition of a sample of 55 people. Primary data collection through questionnaires distributed to 55 respondents. Based on the research results that have been described in the previous chapter, the conclusions of this study are: (1) Celebrity endorsement has a significant positive effect on consumer confidence in online shopping on social media, The better the celebrity endorser used in advertising a product, the higher consumer confidence in a product. (2) Celebrity endorsement has no significant positive effect on purchasing decisions for a product online on social media. There are other factors that more influence consumer decisions in buying a product online on the social media, (3) Trust has a significant positive effect on online purchasing decisions on social media, the better the endorser advertises a product, the stronger the level of consumer confidence in making a purchase, (4) Celebrity endorsement has a significant positive effect on online purchase decisions on social media through trust, Celebrity endorsement need to be convincing Keywords: Celebrity Endorsement, Trust, Decision, Online shopping, social media.

Item Type: Conference or Workshop Item (UNSPECIFIED)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT
Divisions: ICOBBI (International Conference of Business and Banking Innovations)
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 23 Aug 2021 07:15
Last Modified: 23 Aug 2021 07:15
URI: http://eprints.perbanas.ac.id/id/eprint/3933

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