Jurnal Ilmiah Universitas Batanghari Jambi
Vol 24, No 2 (2024): Juli

Pengaruh Celebrity Endorse dan Kualitas Informasi terhadap Keputusan Pembelian dengan Kepercayaan Sebagai Variabel Intervening pada Online Shop

Rossidin Tragandi (Institut Agama Islam Negeri Kerinci)
Syamsarina Syamsarina (Institut Agama Islam Negeri (IAIN) Kerinci)
Elex Sarmigi (Institut Agama Islam Negeri Kerinci)
Wiyan Mailindra (Institut Agama Islam Negeri Kerinci)

Article Info

Publish Date
13 Jul 2024

Abstract

This research aims to determine the effect of celebrity endorse and information quality on purchase decision mediated by customer trust among tiktok shop users in Siulak Mukai. The sample of this research was 260 respondents. Data was collected using a questionnaire that had been tested for validity and reliability. The data analysis technique used is descriptive analysis using SEM Amos 22. The results of the research show that there is a significant direct influence between celebrity Endorse and information quality on customer trust and purchase decision among tiktok shop users. There is a partial influence of the mediating impact of customer trust between celebrity endorse and information quality on purchase decision on tiktok shop users. This shows that customer trust can be built through good celebrity endorsers and quality information so that customers use online platforms to find their needs and desires and do not switch to other competitors.

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Journal Info
Jurnal Ilmiah Universitas Batanghari Jambi
Website

Abbrev

ilmiah

Publisher

Universitas Batanghari Jambi

Subject

Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice

Description

Jurnal Ilmiah Universitas Batanghari Jambi adalah peer-review jurnal akses terbuka yang bertujuan untuk berbagi dan diskusi mengenai isu dan hasil penelitian yang lagi hangat pada saat ini. Jurnal ini diterbitkan oleh Lembaga Penelitian dan Pengabdian pada Masyarakat Universitas Batanghari Jambi, ...