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All Journal Managament Insight: Jurnal Ilmiah Manajemen DeReMa (Development Research of Management) Jurnal Manajemen Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat RESLAJ: RELIGION EDUCATION SOCIAL LAA ROIBA JOURNAL The Manager Reveiew Student Journal of Business and Management (SJBM)
Effed Darta Hadi
Universitas Bengkulu
Religion Agriculture, Biological Sciences & Forestry Arts Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Journal : RESLAJ: RELIGION EDUCATION SOCIAL LAA ROIBA JOURNAL

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Pengaruh Viral Marketing dan Internet Celebrity Endorsement terhadap Impulse Buying Melalui Online Trust Reindra Prasista Bisma; Effed Darta Hadi
Reslaj : Religion Education Social Laa Roiba Journal Vol 6 No 3 (2024): Reslaj: Religion Education Social Laa Roiba Journal
Publisher : LPPM Institut Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v6i3.5574

Abstract

The purpose of this study is to examine the impact of viral marketing and internet celebrity endorsement on impulsive buying behavior through online trust in the context of the Erigo brand. The study utilizes primary data and adopts a quantitative approach with purposive sampling techniques. The study's population includes all consumers who have purchased Erigo products in the city of Bengkulu, totaling 130 respondents. Structural Equation Modeling - Partial Least Squares (SEM-PLS) version 4.0 is employed as the research method. The research findings indicate that viral marketing and internet celebrity endorsement have a positive and significant impact on online trust. However, it was observed that the effect of viral marketing on impulsive buying behavior is not statistically significant, and internet celebrity endorsement has a non-significant negative influence on impulsive buying behavior. Furthermore, the study reveals that online trust has a positive and significant impact on impulsive buying behavior. Additionally, the research results demonstrate that both viral marketing and internet celebrity endorsement significantly influence impulsive buying behavior through the mediator of online trust.
Co-Authors Bernadine Lorena Yanwar Denyfita - Mochtar Fachrudin JS Pareke Febzi Fiona Fitri Yanti Mustika Hidayat Nasution Nasution Natasya Aprina Praningrum Praningrum Reindra Prasista Bisma Rina Suthia Hayu Rudy Muslimin Slamet Widodo Sularsih Anggarawati Syaiful Anwar Syaiful Anwar AB Weni Heriati