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

Girang Razati; A. M. Andriani; Agus Rahayu; Lisnawati Lisnawati

doi:10.2991/978-94-6463-443-3_85

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

Authors

Girang Razati¹^{, *}, A. M. Andriani¹, Agus Rahayu¹, Lisnawati Lisnawati¹

¹Universitas Pendidikan Indonesia, Bandung, Indonesia

^*Corresponding author. Email: girangrazati@upi.edu

Corresponding Author

Girang Razati

Available Online 26 June 2024.

DOI: 10.2991/978-94-6463-443-3_85 How to use a DOI?
Keywords: Endorser credibility; Purchase Intentions
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.
Copyright: © 2024 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
Series: Advances in Economics, Business and Management Research
Publication Date: 26 June 2024
ISBN: 10.2991/978-94-6463-443-3_85
ISSN: 2352-5428
DOI: 10.2991/978-94-6463-443-3_85 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

ris enw bib

TY  - CONF
AU  - Girang Razati
AU  - A. M. Andriani
AU  - Agus Rahayu
AU  - Lisnawati Lisnawati
PY  - 2024
DA  - 2024/06/26
TI  - The Impact of Endorser Credibility on Consumer’s Purchase Decision in the Digital Marketplace
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 651
EP  - 656
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_85
DO  - 10.2991/978-94-6463-443-3_85
ID  - Razati2024
ER  -

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