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

Nur Rahmah Andayani () and Putri Berliana Indah Maharani ()
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Nur Rahmah Andayani: Politeknik Negeri Batam, Applied Business Administration
Putri Berliana Indah Maharani: Politeknik Negeri Batam, Applied Business Administration

A chapter in Proceedings of the 7th International Conference on Applied Economics and Social Science (ICAESS 2025), 2026, pp 632-647 from Springer

Abstract: 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.

Keywords: Viral Marketing; Celebrity Endorsements; Trust Consumers (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-990-2_42

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DOI: 10.2991/978-94-6463-990-2_42

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