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

Dean Farrell Rayhan; Rizky Dermawan

doi:10.55927/ijba.v3i5.5653

Authors

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

DOI:

https://doi.org/10.55927/ijba.v3i5.5653

Keywords:

Consumer Trust, Celebrity Endorser, Electronic Word of Mouth (e-WOM)

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.

Downloads

Download data is not yet available.

References

Aditya, U. N., & Waluyo, M. (2020). Analisis Hubungan Faktor-Faktor Electronic Word of Mouth Dalam Proses Keputusan Pembelian Mitsubishi Xpander. Juminten, 1(2), 81–92. https://doi.org/10.33005/juminten.v1i2.52

Adrian junio. (2017). Pengaruh Brand Image Dan Brand Trust Ter. AGORA Jurnal Bisnis, 5, no: 3, 3–4.

Charvia, K., & Erdiansyah, R. (2020). Pengaruh Electronic Word of Mouth dan Brand Experience terhadap Brand Trust (Studi terhadap Pengguna OVO di Jakarta). Prologia, 4(2), 237. https://doi.org/10.24912/pr.v4i2.6483

Dewi, F. M., Sulivyo, L., & Bastaman, A. (2021). Mediating Effect of Brand Image and Brand Trust Between E-Wom on Smartphone Buy Interest in Tangerang City. Russian Journal of Agricultural and Socio-Economic Sciences, 119(11), 74–80. https://doi.org/10.18551/rjoas.2021-11.08

Dian, N., & Noersanti, L. (2020). Pengaruh Komunikasi, Disiplin, Dan Motivasi Terhadap Kinerja Karyawan Bagian Produksi Pt. Extrupack Bekasi Barat. Sekolah Tinggi Ilmu Ekonomi Indonesia, 3, 1–25. http://repository.stei.ac.id/1653/4/BAB 3.pdf

Golan Hasan, E. (2022). Effect of Brand Image , Celebrity Endorsement , EWOM , Brand Awareness and Social Media Communication on Purchase Intention with Brand Trust as a Mediation Variable on Smartphone Users in Batam City. 2(1), 153–161. https://ejournal-medan.uph.edu/index.php/jam/search/authors/view?firstName=Golan&middleName=&lastName=Hasan&affiliation=&country=ID

Haikal, R., Handayani, S. D., & Nuryakin. (2018). The Influence of Electronic Word of Mouth on Brand Image and Brand Trust and its Impact on Purchase Intention (Empirical Study on Mi Fans Yogyakarta Community). Jurnal Bisnis Teori Dan Implementasi, 4, 1–18. http://repository.umy.ac.id/bitstream/handle/123456789/22421/NASPUB (ENG).pdf?isAllowed=y&sequence=11

Ihsan, B. W., Abidin, Z., & Kuleh, J. (2022). The Effect of Electronic Word of Mouth Communication and Website Quality on Purchase Decisions through Trust as a Mediation Variable at Ruparupa.Com in Samarinda. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 5(2), 12776–12785. https://bircu-journal.com/index.php/birci/article/view/5119

Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946

Khan, S. W., & Zaman, U. (2021). Linking Celebrity Endorsement and Luxury Brand Purchase Intentions through Signaling Theory: A Serial-Mediation Model involving Psychological Ownership, Brand Trust and Brand Attitude. Pakistan Journal of Commerce and Social Science, 15(3), 586–613.

Pentury, L. V., Sugianto, M., & Remiasa, M. (2019). PENGARUH e-WOM TERHADAP BRAND IMAGE DAN PURCHASE INTENTION PADA HOTEL BINTANG TIGA DI BALI. Jurnal Manajemen Perhotelan, 5(1), 26–35. https://doi.org/10.9744/jmp.5.1.26-35

Putra, P. Y., & Ningrum, S. (2019). The Influence of Celebrity Endorser, Brand Image, and Brand Trust on Consumer Purchasing Decisions of Nike Brand Sport Shoes In Surabaya. Journal of World Conference (JWC), 1(1), 208–218. https://doi.org/10.29138/prd.v1i1.61

Putri, A. S., & Zakaria, R. (2020). Analisis pemetaan e-commerce terbesar di indonesia berdasarkan model kekuatan ekonomi Digital. Seminar Dan Konferensi Nasional IDEC, 1(November), 1–14.

Rizky Dermawan, F. H. M. P. (2022). Pengaruh Kepercayaan Merek Terhadap Loyalitas Merek Dengan Kepuasan Pelanggan Sebagai Variabel Intervening. Management Studies and Entrepreneurship Journal, 3(July), 2266–2274. https://ejournal3.undip.ac.id/index.php/djom/article/view/33813/0

Rosaria, A. A., Rizal, Y., & Pujiati, P. (2020). Pengaruh Celebrity Endorser, Testimoni, Kualitas Pelayanan Terhadap Kepercayaan Konsumen di Instagram. … and Entrepreneurship Journal, 3, 1–8. http://jurnal.fkip.unila.ac.id/index.php/E3J/article/view/21946

Salsabila, A. A., & Albari, A. (2022). Pengaruh Celebrity Endorsement dan Citra Merek terhadap Kepercayaan Merek dan Niat Beli Produk Kecantikan. 2(7), 884–898. https://doi.org/10.36418/comserva.v2i07.402

Sanditya, R. (2019). Hubungan Celebrity Endorser Dengan Keputusan Pembelian Produk Pakaian Pada Konsumen Secara Online di Media Sosial Instagram. Psikoborneo: Jurnal Ilmiah Psikologi, 7(1), 100–104. https://doi.org/10.30872/psikoborneo.v7i1.4711

Setyani, T. P. H., & Gunadi, W. (2020). Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Mobil All New Rio Kia Motors Indonesia (Pada PT. Radita Autoprima). Jurnal Ilmiah Mahasiswa Manajemen Unsurya, 1(1), 92–102.

Sugiyono. (2016). Definisi dan Operasionsl Variabel Penelitian. Definisi Dan Operasionsl Variabel Penelitian, 44–45.