Abstract
The purpose of this study was to analyze whether electronic word of mouth and celebrity endorsers affect purchase intention in e-commerce Lazada through consumer trust. The research method used is descriptive research method with the population in this study is the Kuningan Regency community who have visited and have never made a purchase at Lazada e-commerce whose number is unknown. The sampling technique used a non-probability technique with a sample of 200 respondents. The data collection technique used in this study was by distributing questionnaires and measuring them using an interval scale. The analytical tool used in this research is SEM AMOS. The results showed that: (1) E-WOM positively and significantly affected purchase intention in Lazada's e-commerce. (2) Celebrity endorsers have a significant effect on purchase intention in Lazada e-commerce. (3) E-WOM positively and significantly affects consumer confidence in Lazada e-commerce. (4) Celebrity endorsers have a positive and significant effect on consumer confidence in Lazada e-commerce. (5) Consumer trust positively and significantly affects purchase intention in Lazada e-commerce. Keywords: electronic word of mouth; celebrity endorser; purchase intention; consumer trust
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: DIGIBE : Digital Business and Entrepreneurship Journal
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
