The Influence of Trust and Celebrity Endorser on Purchase Decisions in Shopee E-Commerce Through Shopee Loyalty Profile

Clara Dwi Puspita Rahayu, Sri Zuliarni

2022

Abstract

The purpose of this study was to determine the effect of trust and celebrity endorser on purchasing decisions through Shopee loyalty profile as a moderating variable. The method used is multiple regression analysis method, with a sample of 240 respondents. Respondents' data was collected using a questionnaire. The results show that trust has an influence on purchasing decisions on e-commerce Shopee with a t value 7.165 > t table 1.970. Celebrity endorsers have an influence on purchasing decisions on e-commerce Shopee with a t value 7.230 > t table 1.970. Trust and celebrity endorsers have an influence on purchasing decisions on e-commerce Shopee with a value of F count 45.231 > F table 3.033. Shopee's loyalty profile strengthens the influence of trust on purchasing decisions on Shopee e-commerce, as evidenced by the results of the Moderated Regression Analysis (MRA) test with an increase of 0.02. Shopee's loyalty profile strengthens the influence of celebrity endorsers on purchasing decisions on Shopee e-commerce, as evidenced by the results of the Moderated Regression Analysis (MRA) test with an increase of 0.051.

Paper Citation

in Harvard Style

Dwi Puspita Rahayu C. and Zuliarni S. (2022). The Influence of Trust and Celebrity Endorser on Purchase Decisions in Shopee E-Commerce Through Shopee Loyalty Profile. In Proceedings of the 5th International Conference on Applied Science and Technology on Engineering Science - Volume 1: iCAST-ES; ISBN 978-989-758-619-4, SciTePress, pages 688-697. DOI: 10.5220/0011862900003575

in Bibtex Style

@conference{icast-es22,
author={Clara Dwi Puspita Rahayu and Sri Zuliarni},
title={The Influence of Trust and Celebrity Endorser on Purchase Decisions in Shopee E-Commerce Through Shopee Loyalty Profile},
booktitle={Proceedings of the 5th International Conference on Applied Science and Technology on Engineering Science - Volume 1: iCAST-ES},
year={2022},
pages={688-697},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011862900003575},
isbn={978-989-758-619-4},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 5th International Conference on Applied Science and Technology on Engineering Science - Volume 1: iCAST-ES
TI - The Influence of Trust and Celebrity Endorser on Purchase Decisions in Shopee E-Commerce Through Shopee Loyalty Profile
SN - 978-989-758-619-4
AU - Dwi Puspita Rahayu C.
AU - Zuliarni S.
PY - 2022
SP - 688
EP - 697
DO - 10.5220/0011862900003575
PB - SciTePress