Indonesian Journal of Business Analytics (IJBA)
Vol. 3 No. 5 (2023): October 2023

The Influence of Celebrity Endorsers and Electronic Word of Mouth (E-Wom) on Shopee Brand Trust

Dean Farrell Rayhan (Universitas Pembangunan Nasional “Veteran” Jawa Timur)
Rizky Dermawan (Universitas Pembangunan Nasional “Veteran” Jawa Timur)

Article Info

Publish Date
23 Oct 2023

Abstract

This research aims to explore the impact of celebrity endorser and electronic word of mouth (e-WOM) on consumer trust levels towards the Shopee brand in Surabaya city. The research method used is quantitative, involving 80 respondents selected through nonprobability sampling technique using purposive sampling method. The respondents consist of active users of Shopee marketplace aged between 15 and 40 years old. Data collection in this research involves both primary and secondary data. The analysis technique used is Partial Least Squares (PLS) with validity, reliability, and hypothesis testing. The results of the research indicate that: (1) the use of celebrity endorser has a positive and significant impact on brand trust, and (2) electronic word of mouth (e-WOM) has a positive and significant impact on brand trust.

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Journal Info
Indonesian Journal of Business Analytics (IJBA)
Website

Abbrev

ijba

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Indonesian Journal of Business Analytics (IJBA) is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Business Analytics and related fields. IJBA provides an outlet for the increasing flow of interdisciplinary research ...