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The Influence of Viral Marketing and Celebrity Endorsement on Purchasing Decisions Through Consumer Trust in Online Shops

In: Proceedings of the 7th International Conference on Applied Economics and Social Science (ICAESS 2025)

Author

Listed:
  • Nur Rahmah Andayani

    (Politeknik Negeri Batam, Applied Business Administration)

  • Putri Berliana Indah Maharani

    (Politeknik Negeri Batam, Applied Business Administration)

Abstract

This study analyzes the influence of viral marketing and celebrity endorsement on purchasing decisions, with consumer trust as an intervening variable for the online shop. A quantitative approach was employed, involving a survey of 100 respondents in Batam City who had bought the product. The sampling technique was purposive sampling, and data were analyzed using SmartPLS 4 with the SEM method. Results indicate that both viral marketing and celebrity endorsement have a positive and significant influence on purchase decisions. Celebrity endorsement has a positive and significant effect on consumer trust, and consumer trust has a positive and significant effect on purchase decisions. However, viral marketing does not affect consumer trust and does not influence purchase decisions through consumer trust. Similarly, celebrity endorsement does not affect purchase decisions through consumer trust.

Suggested Citation

  • Nur Rahmah Andayani & Putri Berliana Indah Maharani, 2026. "The Influence of Viral Marketing and Celebrity Endorsement on Purchasing Decisions Through Consumer Trust in Online Shops," Advances in Economics, Business and Management Research, in: Jessica Olifia & Dewi Junita & Aprizal Putra & Susi Lestari & Sarah Ulfah Al Amany & Syafri Naldi (ed.), Proceedings of the 7th International Conference on Applied Economics and Social Science (ICAESS 2025), pages 632-647, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-990-2_42
    DOI: 10.2991/978-94-6463-990-2_42
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