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This problem is motivated by the problem of the desire to shop online. The objectives of the study were: 1) To determine the effect of partial trust and celebrity endorse on online purchasing decisions on STIE-Sakti Alam Kerinci students, 2) To determine the effect of trust and celebrity endorse simultaneously on online purchasing decisions at STIE-Sakti Alam Kerinci students, 3) To find out the trust and celebrity endorse with the quality of information as a moderating variable towards online purchasing decisions at STIE-Sakti Alam Kerinci students. The population in this study were students at STIE-Sakti Alam Kerinci. The sample for this study amounted to 100 respondents with Sampling Accidential / Aksidential sampling techniques. The data analysis tool used is the Likert Scale, Moderated Regression Analysis (MRA), classic assumption test, t test and test f. Based on the results of the study indicate that: trust has a significant and positive effect on purchasing decisions 0,000 0.05. The Quality of Influential Information on Purchase Decisions 0.005 <0.05. Information Quality acts as a moderating variable between Trust in Purchasing Decisions 0.022 <0.05. Information Quality acts as a moderating variable between Celebrity endorsement to Purchase Decisions 0.010 <0.05.   Keywords: Trust, celebrity endorse, information quality, Purchasing Decision

jurnal ekonomi sakti (jes)/jurnal ekonomi sakti

KEPERCAYAAN DAN CELEBRITY ENDORSE TERHADAP KEPUTUSAN PEMBELIAN DENGAN KUALITAS INFORMASI SEBAGAI VARIABEL MODERATING PADA ONLINE SHOP (Studi Kasus Pada Mahasiswa STIE Sakti Alam Kerinci)