TRUST AND CELEBRITY ENDORSE ON PURCHASE DECISIONS WITH QUALITY INFORMATION AS MODERATING VARIABLES ON ONLINE SHOP (Case Study of STIE Sakti Alam Kerinci Students)

Kepercayaan, Celebrity Endorse, Kualitas Informasi, Keputusan Pembelian

Abstract

This problem is motivated by the problem of the desire to shop online. The objectives of the study were: 1) To determine the effect of partial trust and celebrity endorse on online purchasing decisions on STIE-Sakti Alam Kerinci students, 2) To determine the effect of trust and celebrity endorse simultaneously on online purchasing decisions at STIE-Sakti Alam Kerinci students, 3) To find out the trust and celebrity endorse with the quality of information as a moderating variable towards online purchasing decisions at STIE-Sakti Alam Kerinci students. The population in this study were students at STIE-Sakti Alam Kerinci. The sample for this study amounted to 100 respondents with Sampling Accidential / Aksidential sampling techniques. The data analysis tool used is the Likert Scale, Moderated Regression Analysis (MRA), classic assumption test, t test and test f. Based on the results of the study indicate that: trust has a significant and positive effect on purchasing decisions 0,000 <0,05. Celebrity endorsement affects purchasing decisions 0.012> 0.05. The Quality of Influential Information on Purchase Decisions 0.005 <0.05. Information Quality acts as a moderating variable between Trust in Purchasing Decisions 0.022 <0.05. Information Quality acts as a moderating variable between Celebrity endorsement to Purchase Decisions 0.010 <0.05.

Keywords: Trust, celebrity endorse, information quality, Purchasing Decision