Celebrity Endorsement on Purchasing Decisions with Brand Trust as a Mediator
Keywords:
Celebrity Endorsement, Purchasing Decision, Brand TrustAbstract
This study aims to determine how much influence Celebrity Endorsement has on Purchasing Decisions with Brand Trust as a Mediator for X Skincare Product Users in Semarang City. This study uses a quantitative approach using primary data obtained from distributing written instruments or questionnaires and getting responses from respondents as many as 100 samples using the survey method. In this study, to evaluate the hypothesis using SmartPLS (Partial Least Square) V4.1 Analysis. Based on the results of the SmartPLS analysis test that has been carried out, the results show that Celebrity Endorsement (X) has a positive and significant effect on Purchasing Decisions (Y), Celebrity Endorsement (X) has a positive and significant effect on Brand Trust (Z), Brand Trust (Z) has a positive and significant effect on Purchasing Decisions (Y), Brand Trust (Z) has a positive and significant effect on mediating between Celebrity Endorsement (X) on Purchasing Decisions (Y).
References
Angelina Nabila Audrey, O. U. (2021). Pengaruh Celebrity Endorser, Brand Image, dan Brand Trust Terhadap Keputusan Pembelian Produk Kosmetik Emina.
Aulia Nurjannah, F. K. (2023). Pengaruh Celebrity Endorsement Dan Promosi Terhadap Keputusan Pembelian Produk Melalui Social Media Tiktok Shop. Transformasi: Journal of Economics and Business Management, Vol. 2 No. 4 .
Ayatulloh Michael Musyaffi, H. K. (2022). KONSEP DASAR STRUCTURAL EQUATION MODEL- PARTIAL LEAST SQUARE (SEM-PLS) MENGGUNAKAN SMARTPLS. Tangerang Selatan: Pascal Books.
Devina Petra Watulingas, A. B. (Oktober 2022). PENGARUH BRAND IMAGE, BRAND TRUST DAN PRICE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MAYBELLINE DI GERAI MANTOS 2 MANADO. Jurnal EMBA, Vol.10 No.4.
Hanaysha, J. R. (2022). Impact Of Social Media Marketing Features On Consumer's Purchase Decision In The Fast-Food Industry: Brand Trust As A Mediator. International Journal Of Information Management Data Insights.
I. Rahmawati, dan W. Yanti, “PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND TRUST (Studi Pada Pengguna Honda Vario di Kawedanan Pedan Kabupaten Klaten),” Jurnal Ilmu Administrasi Bisnis, vol.10, no. 3, pp. 1264-1274, Jul.2022.
Kotler Phillp. (2021). manajemen pemasaran. CV Budi Utama, Jakarta
Khansa, L., Nugroho, W.S. & Nurcahyono, N. 2022. The Effect of Liquidity, Leverage, Profitability and Firm size on Financial Distress with GCG as a Moderation Variable. MAKSIMUM: Media Akuntansi Universitas Muhammadiyah Semarang, 12(2): 143.
Khasanah, L., Nugroho, W.S. & Nurcahyono, N. 2022. The Effect of Liquidity, Leverage, Company Size and Fixed Asset Intensity on Tax Aggressiveness. MAKSIMUM: Media Akuntansi Universitas Muhammadiyah Semarang, 12(2): 154.
Khasanah, S.N.U. & Nurcahyono, N. 2021. Capacity, Pengaruh Operating Growth, Sales Dan, Arus K A S Terhadap, Leverage Distress, Financial. Jurnal Sustainable, 2(2): 357–371.
Kristiana, I., Nurkatik & Nurcahyono, N. 2021. The effect of sak emkm-based accounting implementation, accounting knowledge, education level, and revenue on msme taxpayer compliance in reporting its tax obligations during the covid-19 pandemic. Universal Journal of Accounting and Finance, 9(6): 1422–1432.
Kristianingrum, A., Sukesti, F. & Nurcahyono, N. 2022. Pengaruh Mekanisme Good Corporate Governance, Kinerja Keuangan, dan Struktur Modal terhadap Pengungkapan Sustainability Report. Prosiding Seminar Nasional UNIMUS, 5: 432–444.
Prithvi Angginy Kusdayanti, R. H. (2023). Pengaruh Brand Image Dan Celebrity Endorser Terhadap Minat Beli Melalui Brand Trust Sebagai Variabel Intervening (Studi Pada Konsumen Scarlett Whitening Di Surabaya). Management Studies And Entrepreneurship Journal Vol 4(3).
Rahmani, R. G., Bursan, R., Ms, M., & Wiryawan, D. (2022). Pengaruh Celebrity Endorsement, Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Produk (Studi Pada Somethinc By Irene Ursula) . Journal Ekombis Review, Vol. 10 Spesial Issue Dnu 14 Th, 431 – 438.
Religia, Y., Sriyanto, A., & Hidayat, R. S. (2022). Pengaruh Brand Image, Electronic Word of Mouth Dan Celebrity Endorser Terhadap Keputusan Pembelian Konsumen Produk Daypack Eiger Di Kota Bekasi. Jurnal Ekonomika Dan Manajemen, 11(1), 77. https://doi.org/10.36080/jem.v11i1.1745
Sari, S. P. (2020). Hubungan Minat Beli Dengan Keputusan Pembelian Pada Konsumen. Psikoborneo, Vol 8, No 1, 2020: 147-155.
Shanfi Maylita Inggasari, R. H. (2022). Pengaruh Celebrity Endorser, Brand Image, Dan Brand Trust Terhadap Keputusan Pembelian Produk Scarlett Whitening. Cakrawangsa Bisnis Vol. 3, No.1 , 1-22.
Soegeng Wahyoedi, S. H. (2022). Pengaruh Celebrity Endorsement Terhadap Keputusan Pembelian Yang Dimediasi Oleh Brand Image Dan Perceived Brand Quality Produk Kosmetik Ms Glow. Jurnal Multidisiplin Madani (Mudima) Vol.2, No.3.
Valentino Wijaya, K. K. (2022). Pengaruh Celebrity Endorsement Terhadap Purchase Intention Produk Skincare Dengan Brand Trust Dan Brand Attitude Sebagai Variabel Mediasi . Jurnal Muara Ilmu Ekonomi Dan Bisnis Vol. 6, No. 2, 274-287.
Wijaya, S. N. (2020). Pengaruh Celebrity Endorsement Terhadap Keputusan Pembelian Melalui Brand Image Pada Produk Sportswear Merek Under Armour. AGORA Vol. 8, No 2.
