Articlediamond2019

Celebrity endorsement, electronic word of mouth and trust brand on buying habits

Desak Made Febri Purnama Sari · Ni Made Dhian Rani Yulianti

16 citations0/0 files storedInternational Journal of Social Sciences and Humanities

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

The study is aimed at determining the effect of celebrity endorsement, electronic word of mouth, brand trust on buying habits. The development of fashion products is currently growing rapidly along with technological advancements. Many companies compete to increase buying habits. With good buying habits, it can affect sales. There are several things that can increase buying habits including celebrity endorsement, electronic word of mouth, brand trust. The type of data is quantitative data. Data collection techniques in this study were using questionnaires and documentation studies. The instruments in this study used validity and reliability tests. The data analysis technique used in this study is multiple linear regression and uses SPSS version 20.0. The results of the t-test in this study were celebrity endorsement of 0.006, electronic word of mouth of 0.020, the brand trust of 0.019. This shows that partially the three variables have a positive and significant effect on buying habits. The results of the f test in this study are 2.73, which means that the variable celebrity endorsement, electronic word of mouth and brand trust simultaneously have a positive and significant effect on buying habits.

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2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?2005Spreading the Word: Investigating Antecedents of Consumers' Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context 2010Consumer Behavior: Building Marketing Strategy 2006Measuring Motivations for Online Opinion Seeking 1997Consumer Behavior: Building Marketing Strategy 2004Customer orientation of service employees 2003Understanding Qualitative Research 2010Customer Relationship Management

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