ABSTRACT : This study examines the effects of celebrity endorsers and electronic word of mouth (eWOM) on buying decisions, with brand trust serving as a mediating variable in the context of e-commerce. The research focuses on consumers of Lafiye fashion products on Shopee, where digital marketing strategies and consumer-generated content play a crucial role in shaping purchasing behavior. The study adopts a quantitative approach using survey data collected from consumers who have previously purchased Lafiye products. The data are analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS) to assess both direct and indirect relationships among the variables. The findings indicate that celebrity endorsers and eWOM significantly influence buying decisions and positively contribute to the formation of brand trust. Brand trust, in turn, significantly affects buying decisions and mediates the relationships between both celebrity endorsers and eWOM with buying decisions. These results highlight the importance of credibility and consumer interaction in building trust and influencing purchasing behavior in digital marketplaces. This study provides a novel contribution by integrating social influence and digital communication variables within a mediation framework, offering a comprehensive understanding of consumer decision-making in the e-commerce environment. The findings imply that optimizing influencer marketing and managing online reviews are essential strategies for enhancing brand trust and driving buying decisions.
Ramadanty et al. (Tue,) studied this question.