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The Impact of Endorser Credibility on Consumer’s Purchase Decision in the Digital Marketplace

In: Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

Author

Listed:
  • Girang Razati

    (Universitas Pendidikan Indonesia)

  • A. M. Andriani

    (Universitas Pendidikan Indonesia)

  • Agus Rahayu

    (Universitas Pendidikan Indonesia)

  • Lisnawati Lisnawati

    (Universitas Pendidikan Indonesia)

Abstract

This study aims to obtain an overview of endorser credibility for marketplace consumers in Indonesia, an overview of purchase decisions for marketplace consumers in Indonesia, and findings of the effect of endorser credibility on purchase decisions for the marketplace in Indonesia. This research uses descriptive and explanatory methods. The sample in this study was 400 respondents who are marketplace consumers in Indonesia who are members of marketplace Instagram followers. The data is processed statistically with the Path Analysis method. This study found that the endorser credibility and purchase decision descriptions were in a good category. Endorser credibility influences purchase decisions simultaneously and partially. The results of this study indicate that the application of endorser credibility by the marketplace in Indonesia can create purchase decisions for marketplace consumers in Indonesia.

Suggested Citation

  • Girang Razati & A. M. Andriani & Agus Rahayu & Lisnawati Lisnawati, 2024. "The Impact of Endorser Credibility on Consumer’s Purchase Decision in the Digital Marketplace," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Sulastri Sulastri & Lisnawati Lisnawati (ed.), Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), pages 651-656, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-443-3_85
    DOI: 10.2991/978-94-6463-443-3_85
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