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

Georgios women fashion online shop products in Instagram

  • Desak Made Febri Purnama Sari Faculty of Economics and Business, University of National Education, Denpasar, Indonesia
  • Ni Made Dhian Rani Yulianti Faculty of Economics and Business, University of National Education, Denpasar, Indonesia
Keywords: brand trust, brand, buying habits, celebrity endorsement, e-WOM

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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Published
2019-03-29
How to Cite
Sari, D. M. F. P., & Yulianti, N. M. D. R. (2019). Celebrity endorsement, electronic word of mouth and trust brand on buying habits. International Journal of Social Sciences and Humanities, 3(1), 82-90. https://doi.org/10.29332/ijssh.v3n1.261
Section
Articles