The Influence Of Celebrity Endorsers And Electronic Word Of Mouth On Purchase Decision Trust On Lazada Marketplace Surabaya

Celebrity endorsers and electronic word of mouth are essential factors in creating trust consumer purchase decisions for Lazada. Therefore, this study aims to determine whether celebrity word-of-mouth marketing can influence a consumer's decision directly or through trust. The type data used is quantitative data. sampling technique was nonprobability with the purposive method. Thus sample 102 Lazada marketplace customers Surabaya. analysis process SmartPLS. results show that Electronic have positive significant effect on decisions. Furthermore, Endorsers positively significantly affect