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All Journal Jurnal Minds:Manajemen Ide dan Inspirasi Abdimas Dewantara JURNAL MANAJEMEN BISNIS ATESTASI : Jurnal Ilmiah Akuntansi International Journal of Organizational Business Excellence (IJOBEX) International Journal of Social Service and Research Jurnal Manajemen dan Perbankan (JUMPA) Business and Entrepreneurial Review Return : Study of Management, Economic and Bussines
Setyani Dwi Lestari
(Scopus ID: 57193788975) Department Of Management, Universitas Budi Luhur
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Jurnal Minds:Manajemen Ide dan Inspirasi

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The Mediating Role of Customer Trust on the Relationships of Celebrity Endorsement and E-WOM to Instagram Purchase Intention Ahmad Firman; Gunawan Bata Ilyas; Heru Kreshna Reza; Setyani Dwi Lestari; Aditya Halim Perdana Kusuma Putra
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 8 No 1 (2021): June
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v8i1.20594

Abstract

This study aims to reanalyze and reconfirm the relationships of celebrity endorsements and E-WOM on consumer purchasing intentions and examine the indirect influence of celebrity endorsements and e-WOM and trust as the mediation of purchase intentions. This study is the first in Indonesia to analyze the above mediating relationships. The data are from 100 Instagram users responding to online questionnaires and analyzed with PLS-SEM. The results showed that celebrity endorsement and e-WOM positively influence consumer confidence and purchasing intentions by mediating trust variables. This research highlights the role of influence in creating positive buzzes to the promoted sales.
Co-Authors Ahmad Firman Ani Wijayanti Aninda Zakia Arafa Brantas Juwana E. Susy Suhendra Eryco Muhdaliha Eryco Muhdaliha Eryco Muhdaliha Etty Susilowati Fenti Sofiani Gunawan Bata Ilyas Gunawan Bata Ilyas Imelda, Imelda Mudjiyono Muh. Taufik Hadi Saputra Nanang Sugianto Y. K. Nora Andira Brabo Nurani Nurani Pantja Maulana Firdaus Prasetya, Rizky Eka Putra, Aditya Halim Perdana Kusuma Reza, Heru Kreshna Risfa Dewi Rizka Triansyah Selamet Riyadi Solly Aryza Suharno Pawirosumarto Sunda Ariana Sundari Soekotjo Yulia Tri Samiha Yuwono Yuwono