An Investigation of Endorser Credibility^s Impact on Purchase Decision among Marketplace Consumers in Indonesia G. Razati- A.M. Andriani- A. Rahayu- L. Lisnawati
Universitas Pendidikan Indonesia
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 marketplace in Indonesia. This research uses descriptive and explanative 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. The findings in this study found that the endorser credibility and purchase decision descriptions were in the good category. Endorser credibility influences purchase decision simultaneously and partially. The results of this study indicate that the application of endorser credibility by marketplace in Indonesia is able to create purchase decisions for marketplace consumers in Indonesia.
Keywords: purchase decision, endorser credibility
Topic: Marketing Management, Relationship Marketing, Service Marketing
