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Beyond the Hype: How Celebrity Endorsements and Brand Trust Influence Smartphone Purchase

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

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  • R. Hurriyati

    (Universitas Pendidikan Indonesia)

  • G. Razati

    (Universitas Pendidikan Indonesia)

  • I. Ramadhan

    (Universitas Pendidikan Indonesia)

Abstract

This study aims to obtain an overview of brand credibility, celebrity endorsement, and purchase decisions, as well as the influence of brand credibility and celebrity endorsement on the purchase decisions of Vivo 5G smartphone consumers. This research uses descriptive and verification methods. The independent variables in this study are brand credibility and celebrity endorsements, and the dependent variable is the purchase decision. The sampling technique in this study uses simple random sampling with a total of 349 respondents. The analysis technique used in this study is multiple linear regression with the assistance of SPSS 27.0 for Windows software. The findings of this study state that brand credibility, celebrity endorsement, and purchase decisions are pretty good. Brand credibility and celebrity endorsements have a positive influence on purchase decisions. This finding indicates that the performance of brand credibility and celebrity endorsements owned by Vivo will enhance the purchase decisions of Vivo 5G smartphone consumers.

Suggested Citation

  • R. Hurriyati & G. Razati & I. Ramadhan, 2025. "Beyond the Hype: How Celebrity Endorsements and Brand Trust Influence Smartphone Purchase," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 521-528, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_63
    DOI: 10.2991/978-94-6463-817-2_63
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