Proceedings of the 7th International Conference on Applied Economics and Social Science (ICAESS 2025)

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

Authors
Nur Rahmah Andayani1, *, Putri Berliana Indah Maharani1
1Applied Business Administration, Politeknik Negeri Batam, Jl. Ahmad Yani, Batam Centre, 29461, Batam, Indonesia
*Corresponding author. Email: nunun@polibatam.ac.id
Corresponding Author
Nur Rahmah Andayani
Available Online 13 February 2026.
DOI
10.2991/978-94-6463-990-2_42How to use a DOI?
Keywords
Viral Marketing; Celebrity Endorsements; Trust Consumers
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.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th International Conference on Applied Economics and Social Science (ICAESS 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
13 February 2026
ISBN
978-94-6463-990-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-990-2_42How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Nur Rahmah Andayani
AU  - Putri Berliana Indah Maharani
PY  - 2026
DA  - 2026/02/13
TI  - The Influence of Viral Marketing and Celebrity Endorsement on Purchasing Decisions Through Consumer Trust in Online Shops
BT  - Proceedings of the 7th International Conference on Applied Economics and Social Science (ICAESS 2025)
PB  - Atlantis Press
SP  - 632
EP  - 647
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-990-2_42
DO  - 10.2991/978-94-6463-990-2_42
ID  - Andayani2026
ER  -