THE EFFECT OF BRAND ENDORSEMENT, E-WOM AND TRUST ON PURCHASING DECISIONS IN E-COMMERCE IN INDONESIA
Main Article Content
Dede Suleman
Puji Yuniarti
Dede Mustomi
Roy Irawan
Joko Ariawan
Raden Ati Haryati
Roydawaty
Aprillia
In the current era of digitalization, many phenomena often occur in Indonesia, such as the transformation of shopping systems that use more technology and online media. In addition, many young Indonesians like South Korean culture which is synonymous with K-pop music, so companies must be able to see this opportunity as a marketing tool and also the new habit of consumers nowadays is to share their experiences online more often in the form of reviews, recommendations and content. this is a new behavior. Therefore, the purpose of this study is to analyze and test how much influence Celebrity Endorse and E-WOM and trust have on purchasing decisions in e-commerce. This study uses a quantitative method with a descriptive approach and analysis techniques using AMOS SEM. In the results of this study there were 144 respondents 4 variables and 24 indicators which information was processed to meet the research requirements. Statistical test results show that Brand Endorser, E-WOM and Trust have a direct and significant effect on purchasing decisions. And trust is the most influential factor on purchasing decisions.
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
Bonde, F., Juanna, A., & Ismail, Y. (2022). Pengaruh Endorsement Terhadap Brang Image Scarlett Whitening Pada Media Sosial Instagram. Jurnal Ilmiah Manajemen Dan Bisnis, 5(1), 315–321. http://ejurnal.ung.ac.id/index.php/JIMB
Delafrooz, N., Paim, L. H., & Khatibi, A. (2011). Understanding consumer’s internet purchase intention in Malaysia. African Journal of Business Management, 5(7), 2837–2846. https://doi.org/10.5897/AJBM10.1266
Ferdinand, A. (2018). Metode penelitian manajemen. Universitas Diponegoro.
Fortes, N., & Rita, P. (2016). Privacy concerns and online purchasing behaviour: Towards an integrated model. European Research on Management and Business Economics, 22(3), 167–176. https://doi.org/10.1016/j.iedeen.2016.04.002
Giovanis, A., Assimakopoulos, C., & Sarmaniotis, C. (2019). Adoption of mobile self-service retail banking technologies: The role of technology, social, channel and personal factors. International Journal of Retail and Distribution Management, 47(9), 894–914. https://doi.org/10.1108/IJRDM-05-2018-0089
Hair, J. F., & Anderson, B. J. B. R. E. (2014). Multivariate Data Analysis. In Pharmaceutical Quality by Design: A Practical Approach (Seventh Ed). Pearson Education,Inc. https://doi.org/10.1002/9781118895238.ch8
Handi, H., Hendratono, T., Purwanto, E., & Ihalauw, J. J. O. I. (2018). The effect of E-WOM and perceived value on the purchase decision of foods by using the go-food application as mediated by trust. Quality Innovation Prosperity, 22(2), 112–127. https://doi.org/10.12776/qip.v22i2.1062
Haryani, D. S. (2019). Pengaruh Persepsi Risiko Terhadap Keputusan Pembelian Online Di Tanjungpinang. Jurnal Dimensi, 8(2), Pp. 1-9. https://doi.org/10.33373/dms.v8i2.2155
Hsu, C. L., Lin, J. C. C., & Chiang, H. Sen. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research, 23(1), 69–88. https://doi.org/10.1108/10662241311295782
Kertamukti, R. (2015). Strategi Kreatif dalam Periklanan: Konsep Pesan, Media,. Branding, Anggaran. PT RajaGrafindo Persada.
Masyita, D. A., & Yuliati, A. L. (2017). Pengaruh brand ambassador dian sastrowardoyo terhadap brand image produk makeup L’OREAL PARIS (studi pada konsumen L’OREAL kota BANDUNG). Jurnal Riset Akuntansi Mercu Buana, 3(1), 41. https://doi.org/10.26486/jramb.v3i1.408
Nurhayaty, E., Suleman, D., Puspasari, A., Zahra, Z., Herawati, N., Yuniarti, P., & Rahadjeng, I. R. (2021). Determinants of consumer decisions in shopping for food through online applications. International Journal of Data and Network Science, 5(4), 495–500. https://doi.org/10.5267/j.ijdns.2021.9.001
Philip, K., & Keller, K. L. (2016). Marketing Management 16 edition. Pearson Prentice Hall.
Prastuti, D. I., & Karyanti, Y. (2020). Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian Tiket Kereta api Daring. Faktor Exacta, 13(3), 176–184. https://doi.org/10.30998/faktorexacta.v13i3.7071
Rusiyati, S., Suleman, D., Riftiasari, D., Suharyadi, D., Marwansyah, S., & Sabil, S. (2021). How Enjoyment, Trust in Intention when choosing a shopping place. Dinasti International Journal of Management Science, 2(4), 551–560.
Rusiyati, S., Suleman, D., Riftiasari, D., Suharyadi, D., Marwansyah, S., Sabil, S., Bina, U., Informatika, S., Bina, U., Informatika, S., Bina, U., Informatika, S., Bina, U., Informatika, S., Bina, U., & Informatika, S. (2021). HOW ENJOYMENT , TRUST IN INTENTION WHEN CHOOSING A. 2(4), 551–560.
Sari, I. C., & Jamaan, A. (2014). Hallyu Sebagai Fenomena Transnasional. Jurnal Online Mahasiswa Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Riau, 1(1), 1–14. https://www.neliti.com/publications/31286/hallyu-sebagai-fenomena-transnasional
Sendow, B. E. D., Mamentu, M., Rengkung, F. R. D., Studi, P., Politik, I., Pemerintahan, J. I., Sosial, F. I., & Ratulangi, U. S. (2019). Korean Wave Sebagai Instrumen Soft Power Diplomasi Kebudayaan Korean Selatan Di Indonesia. Jurnal Politico, 7(4).
Sugiyono. (2016). Metode Penelitian Bisnis. Alfabeta.
Suleman, D. (2022). Manajemen Pemasaran di Era Digital (Konsep dan Strategi). Insan Cendekia Mandiri.
Suleman, D., Ali, H., Nusraningrum, D., & Ali, M. M. (2020). Faktor konsumen dalam memilih tempat belanja di Era 4.0. At-Tijaroh, 6(1), Pp : 37-44.
Suleman, D., Rusiyati, S., Sari, I., Rachmawati, S., & Nurhayaty, E. (2021). International Journal of Data and Network Science Exploring the relationship between trust , ease of use after purchase and switching re-purchase intention. 5, 465–470. https://doi.org/10.5267/j.ijdns.2021.4.002
Suleman, D., Sabil, S., & Suharyadi, D. (2021). Mengenali Perilaku Konsumen dan Konsep Strategi Pemasaran (berbasis teori dan pendekatan praktis). Insan Cendekia Mandiri.
Suleman, D., Suharyadi, D., Rusiyati, S., Sabil, Riftiasari, D., & Marwansyah, S. (2020). How trust,risk toward attitude when shopping retail online. Dinasti International Journal of Education Management and Social Science, 1(4), Pp :487-492. https://doi.org/https://doi.org/10.31933/dijms.v1i4.185
Wang, F., & Hariandja, E. S. (2016). The Influence Of Brand Ambassador On Brand Image And Consumer Purchasing Decision : A Case Of Tous Les Jours In The Influence Of Brand Ambassador On Brand Image And Consumer Purchasing Decision : local or international brands in the market market in Indon. International Conference Od Enterpreneurship, March, 292–306.
Wardoyo, W., & Andini, I. (2017). Faktor-Faktor Yang Berpengaruh Terhadap Keputusan Pembelian Secara Online Pada Mahasiswa Universitas Gunadarma. Jurnal Manajemen Dayasaing, 19(1), 12. https://doi.org/10.23917/dayasaing.v19i1.5101
Yunita, N. R., SUMARSONO, H., & FARIDA, U. (2019). PENGARUH PERSEPSI RISIKO, KEPERCAYAAN, DAN KEAMANAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE DI BUKA LAPAK (Studi Kasus Pada Komunitas Buka Lapak Ponorogo). ISOQUANT : Jurnal Ekonomi, Manajemen Dan Akuntansi, 3(1), 90. https://doi.org/10.24269/iso.v3i1.243
Zuniarti, I., Suleman, D., Rachmawati, S., Sabil, & Rusiyati, S. (2020). How Ease of use, usefullness toward attitude of shopping at online retail. Dinasti International Journal of Education Management and Social Science, 1(4), Pp :448-453. https://doi.org/https://doi.org/10.31933/dijemss.v1i4.211
