Pengaruh Celebrity Endorser dan Kepercayaan Konsumen terhadap Minat Pembelian Ulang Pengguna E-Commerce Dikota Medan

Abstract

In the digital era, people utilize information and communication technology. With the rapid development of the internet today, a virtual world trading system has been built. E-commerce or electronic commerce is all forms of sales transactions for goods or services that use the internet as an intermediary. Repurchase Intention occur due to the influence of celebrity endorsers and consumer trust. Celebrity endorsers have a positive influence on Repurchase Intention through attractiveness, trust and suitability, thereby increasing Repurchase Intention. The experience of online shopping creates positive beliefs, so this will encourage consumers' desire to make repeat purchases in the future and the pleasant experience created is expected to attract customers to buy again. This research aims to determine the direct influence of celebrity endorsers and consumer trust in repeat purchases by e-commerce users. The research was conducted on e-commerce users with a sample size of 410 people using a 5 point Likert scale. The results of this research are that celebrity endorsers and consumer trust are significant predictors of repeat purchases. This finding shows that using a celebrity endorsers will increase repeat purchase interest. These findings also show that the higher consumer trust, the higher the repeat purchases in e-commerce.