The Influence of Visual Testimonials (Photos/Videos) on Consumer Confidence in Buying Fashion Products in the Shopee Marketplace

Ananda Ilmhy   Saputri; Rosida P. Adam; Syamsul Bahri Dg  parani

doi:10.59890/sgep9265

Authors

Ananda Ilmhy Saputri Universitas Tadulako Author
Rosida P. Adam Universitas Tadulako Author
Syamsul Bahri Dg parani Universitas Tadulako Author

DOI:

https://doi.org/10.59890/sgep9265

Keywords:

Influence of Testimonials, Consumer Trust

Abstract

PThis study aims to determine and analyze: (1) the influence of visual testimonials (photos/videos) consisting of attractiveness, credibility, and spontaneity on consumer confidence in buying fashion products on the Shopee marketplace, (2) the influence of attractiveness on consumer confidence in buying fashion products on the Shopee marketplace, (3) the influence of credibility on consumer confidence in buying fashion products on the Shopee marketplace, (4) the influence of spontaneity on consumer confidence in buying fashion products on the Shopee marketplace. The type of research used is quantitative. The population of this study were Shopee users in Ampana City who bought because they saw references to fashion product testimonials on the Shopee marketplace. The sampling technique in this study used purposive sampling, with a sample size of 80 respondents. Data collection used an online questionnaire via Google Form which had been tested for validity and reliability

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