Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

<Previous Article In Volume
Next Article In Volume>

Beyond the Hype: How Celebrity Endorsements and Brand Trust Influence Smartphone Purchase

Authors
R. Hurriyati1, *, G. Razati1, I. Ramadhan1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: ratih@upi.edu
Corresponding Author
R. Hurriyati
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_63How to use a DOI?
Keywords
Brand Credibility; Celebrity endorsements; Purchase Decision
Abstract

This study aims to obtain an overview of brand credibility, celebrity endorsement, and purchase decisions, as well as the influence of brand credibility and celebrity endorsement on the purchase decisions of Vivo 5G smartphone consumers. This research uses descriptive and verification methods. The independent variables in this study are brand credibility and celebrity endorsements, and the dependent variable is the purchase decision. The sampling technique in this study uses simple random sampling with a total of 349 respondents. The analysis technique used in this study is multiple linear regression with the assistance of SPSS 27.0 for Windows software. The findings of this study state that brand credibility, celebrity endorsement, and purchase decisions are pretty good. Brand credibility and celebrity endorsements have a positive influence on purchase decisions. This finding indicates that the performance of brand credibility and celebrity endorsements owned by Vivo will enhance the purchase decisions of Vivo 5G smartphone consumers.

Copyright
© 2025 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.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_63How to use a DOI?
Copyright
© 2025 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  - R. Hurriyati
AU  - G. Razati
AU  - I. Ramadhan
PY  - 2025
DA  - 2025/09/12
TI  - Beyond the Hype: How Celebrity Endorsements and Brand Trust Influence Smartphone Purchase
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 521
EP  - 528
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_63
DO  - 10.2991/978-94-6463-817-2_63
ID  - Hurriyati2025
ER  -