THE INFLUENCE OF CELEBRITY ENDORSEMENT AND SHOPPING EXPERIENCE WITH PURCHASING DECISIONS AND THEIR IMPACT ON CUSTOMER TRUST SHOPPING AT TIKTOK ONLINE SHOP (Case Study on Pertiba University Pangkalpinang Master Program Students)

Abstract

This study aims to analyze the effect of Celebrity Endorsement and Shopping Experience on Purchasing Decisions, as well as its impact on Customer Trust in shopping at the TikTok Online Store. This study was conducted by focusing on students of the Master's Program at Pertiba University Pangkalpinang as a research sample. This exploration technique utilizes a quantitative methodology by circulating polls to 100 haphazardly chosen respondents. The gathered information were investigated utilizing Way Examination or way examination to test the exploration hypothesis.The consequences of this review show that Superstar Support and Shopping Experience have a positive and tremendous impact straightforwardly on Buying Choices and Client Trust, and Celebrity Endorsement and Shopping Experience also make a significant contribution to Customer Trust mediated by Customer Purchasing Decisions Shopping at Tiktok Online Shop. Furthermore, Purchasing Decisions positively influence Customer Trust in shopping at the TikTok Online Shop. The findings provide insight that using Celebrity Endorsement and creating a positive shopping experience can be effective strategies in increasing purchasing decisions and customer trust on the TikTok Online Shop platform. The practical implications of this research can be used by businesses, especially online stores on the TikTok platform, to increase their marketing effectiveness.