Influential Celebrities In Sustainable Online Shopping: A Theory Of Reasoned Action Insights

Mujahidun Hapisni Pane (Universitas Islam Negeri Syekh Ali Hasan Ahmad Addary Padangsidimpuan, Indonesia)
Rukiah Rukiah (Universitas Islam Negeri Syekh Ali Hasan Ahmad Addary Padangsidimpuan, Indonesia)
Budi Gautama Siregar (Universitas Islam Negeri Syekh Ali Hasan Ahmad Addary Padangsidimpuan, Indonesia)
Wanda Khairun Nasirin (Universitas Islam Negeri Syekh Ali Hasan Ahmad Addary Padangsidimpuan, Indonesia)
Randi Friscilla Hidayat (The University of Melbourne, Australia)



The implementation of lockdown in 2020 as a response to COVID-19 has led to significant behavioral changes, pushing society to adapt to online transactions. This research aims to analyze the influencing factors such as e-trust, e-wom, e-servqual, and celebrity endorsers on online purchase decisions, as well as examine the moderating effect of celebrity endorsers on these decisions. The research methodology used is quantitative with stratified sampling techniques, employing the Structural Equation Model Partial Least Square (SEM-PLS) with WarpPLS 8.0 software. The results of the study indicate that e-trust and e-WOM have a positive and significant impact on online purchase decisions, while e-service quality does not have a significant influence. Another finding is that celebrity endorsers can moderate e-trust, strengthen consumer trust in online transactions, and impact purchase decisions. However, celebrity endorsers are not effective in moderating e-WOM and e-service quality in online purchase decisions. In this context, e-trust, e-WOM, and celebrity endorsers play crucial roles in influencing online purchase decisions, in line with the Theory of Reasoned Action. The practical implications of this research emphasize the importance of building consumer trust in online transactions and managing the use of celebrity endorsers wisely to enhance purchase decisions. E-commerce companies and online platforms need to provide high-quality services to strengthen consumer trust. Moreover, the role of e-WOM should also be considered to influence purchase decisions and improve online service quality according to consumer expectations. The policy recommendations resulting from this research highlight the need for companies to focus on managing consumer trust and utilizing celebrity endorsers wisely to enhance sustainable online shopping.



E-trust, E-WOM, E-Servqual, Celebrity Endorser, Online Shopping, Theory of Reasoned Action.

Full Text:



Abdul Hussien, F. T., Rahma, A. M. S., & Abdulwahab, H. B. (2021). An E-Commerce Recommendation System Based on Dynamic Analysis of Customer Behavior. Sustainability, 13(19), Article 19.

Agarwal, R., & Singh, R. (2018). e-WOM: Review and a New Conceptualisation. The Marketing Review, 18(3), 307–321.

Aghekyan-Simonian, M., Forsythe, S., Suk Kwon, W., & Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel. Journal of Retailing and Consumer Services, 19(3), 325–331.

Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. Dalam J. Kuhl & J. Beckmann (Ed.), Action Control (hlm. 11–39). Springer Berlin Heidelberg.

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 179–211.

Ajzen, I. (2016). Consumer attitudes and behavior: The theory of planned behavior applied to food consumption decisions. Italian Review of Agricultural Economics, 121-138 Pages.

Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324.

Al Hamli, S. S., & Sobaih, A. E. E. (2023). Factors Influencing Consumer Behavior towards Online Shopping in Saudi Arabia Amid COVID-19: Implications for E-Businesses Post Pandemic. Journal of Risk and Financial Management, 16(1), Article 1.

Al Mamun, A., Naznen, F., Yang, Q., Ali, M. H., & Hashim, N. M. H. N. (2023). Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products. Heliyon, 9(6), e16765.

Aljasir, S. (2019). Are Classic Theories of Celebrity Endorsements Applicable to New Media Used by Arabs? A Qualitative Investigation of Saudi Social Media Users. Journal of Creative Communications, 14(1), 15–30.

Alwan, S. Y., Hu, Y., Al Asbahi, A. A. M. H., Al Harazi, Y. K., & Al Harazi, A. K. (2023). Sustainable and resilient e-commerce under COVID-19 pandemic: A hybrid grey decision-making approach. Environmental Science and Pollution Research, 30(16), 47328–47348.

Amadea, A., & Herdinata, C. (2022). Pengaruh E-Trust Dan Perceived Value Terhadap Repurchase Intention Pada E-Commerce Shopee. BIP’s JURNAL BISNIS PERSPEKTIF, 14(2), 123–132.

Anisah Dhia Anjarsari, R. T. Y. Y. (2021). Pengaruh E-Service Quality Terhadap Kepuasan Pelanggan E-Commerce (Studi Kasus Pengguna Toko Online Shopee). 11(1), 5.

Ansu-Mensah, P. (2021). Green product awareness effect on green purchase intentions of university students’: An emerging market’s perspective. Future Business Journal, 7(1), 48.

Arif, M. (2021). Pengaruh Social Media Marketing, Electronic Word Of Mouth (EWOM) Dan Lifestyle Terhadap Keputusan Pembelian Online. Seminar Nasional Teknologi Edukasi dan Humaniora2021, ke-1.

Barbu, A., Catană, Ștefan-A., Deselnicu, D. C., Cioca, L.-I., & Ioanid, A. (2022). Factors Influencing Consumer Behavior toward Green Products: A Systematic Literature Review. International Journal of Environmental Research and Public Health, 19(24), 16568.

Bhat, S. A., & Darzi, M. A. (2020). Online Service Quality Determinants and E-trust in Internet Shopping: A Psychometric Approach. Vikalpa, 45(4), 207–222.

Bsoul, L., Omer, A., Kucukalic, L., & Archbold, R. H. (2022). Islam’s Perspective on Environmental Sustainability: A Conceptual Analysis. Social Sciences, 11(6), Article 6.

Chen, T., Samaranayake, P., Cen, X., Qi, M., & Lan, Y.-C. (2022). The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study. Frontiers in Psychology, 13.

Daroch, B., Nagrath, G., & Gupta, A. (2021). A study on factors limiting online shopping behaviour of consumers. Rajagiri Management Journal, 15(1), 39–52.

Das, D., Sarkar, A., & Debroy, A. (2022). Impact of COVID‐19 on changing consumer behaviour: Lessons from an emerging economy. International Journal of Consumer Studies, 46(3), 692–715.

de Palma, A., Vosough, S., & Liao, F. (2022). An overview of effects of COVID-19 on mobility and lifestyle: 18 months since the outbreak. Transportation Research Part A: Policy and Practice, 159, 372–397.

El-Bassiouny, N., Amin, A., & Jamal, A. (2020). Individual choice of management research agendas: Ethical guidance from Islamic prioritization heuristics. Journal of Humanities and Applied Social Sciences, 2(1), 33–45.

Fahira, A., Rahma, T. I. F., & Syahriza, R. (2022). Pengaruh E-Service Quality Terhadap E-Satisfaction Nasabah Bank Sumut Syariah. Dinamika Ekonomi - Jurnal Ekonomi dan Bisnis, 15(1), 247–264.

Felicia, V. (2022). Pengaruh Celebrity Endorse Di Instagram Dan Hedonic Motives terhadap Impulsive Buying Pada Produk Fashion di Surabaya. PERFORMA, 6(5), 468–477.

Firdaus, A. (2021). Determination of organisational essential needs as the basis for developing a maṣlaḥah-based performance measurement. ISRA International Journal of Islamic Finance, 13(2), 229–250.

Fishbein, M., & Ajzen, I. (2011a). Predicting and Changing Behavior (0 ed.). Psychology Press.

Fishbein, M., & Ajzen, I. (2011b). Predicting and Changing Behavior: The Reasoned Action Approach. Taylor and Francis.

Fitriani, I. (2019). Pengaruh electronic word of mouth (e-wom) dan kepercayaan terhadap keputusan pembelian secara online di shopee (Studi Pada Mahasiswa STIE PGRI Dewantara Jombang). Senmakombis, 3(2), 29–38.

Füzéki, E., Groneberg, D. A., & Banzer, W. (2020). Physical activity during COVID-19 induced lockdown: Recommendations. Journal of Occupational Medicine and Toxicology, 15(1), 25.

Godin, G. (1993). The theories of reasoned action and planned behavior: Overview of findings, emerging research problems and usefulness for exercise promotion. Journal of Applied Sport Psychology, 5(2), 141–157.

Gu, S., Ślusarczyk, B., Hajizada, S., Kovalyova, I., & Sakhbieva, A. (2021). Impact of the COVID-19 Pandemic on Online Consumer Purchasing Behavior. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), Article 6.

Gulfraz, M. B., Sufyan, M., Mustak, M., Salminen, J., & Srivastava, D. K. (2022). Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms. Journal of Retailing and Consumer Services, 68, 103000.

Gurung, A., & Raja, M. K. (2016). Online privacy and security concerns of consumers. Information & Computer Security, 24(4), 348–371.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis Eight Edition. Cengage Learning EME.

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer International Publishing.

Harahap, B., Risfandy, T., & Futri, I. N. (2023). Islamic Law, Islamic Finance, and Sustainable Development Goals: A Systematic Literature Review. Sustainability, 15(8), Article 8.

Hidayah, L. I., & Marlena, N. (2019). Celebrity Endorser Dan Ekuitas Merek: Bagaimana Pengaruhnya Terhadap Keputusan Pembelian Minuman Isotonik? Jurnal Manajemen Motivasi, 15(2), 67.

Jadil, Y., Rana, N. P., & Dwivedi, Y. K. (2022). Understanding the drivers of online trust and intention to buy on a website: An emerging market perspective. International Journal of Information Management Data Insights, 2(1), 100065.

Joshi, Y., & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review, 3(1), 128–143.

Juhria, A., Meinitasari, N., Fauzi, F. I., & Yusuf, A. (2021). Pengaruh e-service quality terhadap kepuasan pelanggan di aplikasi e-commerce shopee. Jurnal Manajemen, 13, 8.

Kanani, R., & Glavee-Geo, R. (2021). Breaking the uncertainty barrier in social commerce: The relevance of seller and customer-based signals. Electronic Commerce Research and Applications, 48, 101059.

Kempa, J. dan S. (2022a). Pengaruh E-Service Quality Dan E-Trust Terhadap Repurchase Intention Melalui E-Customer Satisfaction Pada Pengguna Shopee Food. AGORA, 10(1).

Kempa, J. dan S. (2022b). Pengaruh E-Service Quality Dan E-Trust Terhadap Repurchase Intention Melalui E-Customer Satisfaction Pada Pengguna Shopee Food. AGORA, 10(1).

Khotimah, N. (2018). Pengaruh Religiusitas, Kepercayaan, Citra Perusahaan, dan Sistem Bagi Hasil Terhadap Minat Nasabah Menabung Dan Loyalitas Di Bank Syariah Mandiri (Studi Kasus Pada Nasabah Bank Syariah Mandiri Gresik). JMM17 Jurnal Ilmu Ekonomi & Manajemen, 05(1), 37–48.

Kim, Y., & Krishnan, R. (2015). On Product-Level Uncertainty and Online Purchase Behavior: An Empirical Analysis. Management Science, 61(10), 2449–2467.

Konsumen. (2023). Wawancara [Komunikasi pribadi].

Kotler, P. (2007). Manajemen Pemasaran diterjemahkan Oleh Benyamin Molan. Philip Kotler, Manajemen Pemasaran diterjemahkan Oleh Benyamin Molan (Jakarta: PT Macanan Jaya Cemerlang.

Kraaijeveld, S. R. (2021). COVID-19: Against a Lockdown Approach. Asian Bioethics Review, 13(2), 195–212.

Kumar, M. V., & Ramakrishnan, M. (2016). Role of Celebrity Endorser on the Purchase Decision of the Consumers. Asian Journal of Research in Social Sciences and Humanities, 6(6), 1029.

Kwiatek, P., Baltezarević, R., & Papakonstantinidis, S. (2021). The impact of credibility of influencers recommendations on social media on consumers behavior towards brands. Informatologia, 54(3–4), 181–196.

Lidyawati, M., Wijayantini, B., & Setianingsih, W. eko. (2022). Celebrity endorser, e-wom dan harga yang kompetitif terhadap keputusan pembelian secara online. Jurnal Bisnis, Manajemen dan Informatika, 3(2).

Lubis, R. (2020). Analysis Relationship of Economic Growth, Fiscal Policies and Demographic to Islamic Human Development Index in Indonesia (Granger Causality Approach). FITRAH:Jurnal Kajian Ilmu-ilmu Keislaman, 6(1), 31–46.

Lubis, R., Khairun Nasirin, W., & Nasution, A. A. (2023). Nexus Between Foreign Direct Investment, Islamic Financial Performance and Economic Growth with Economic Freedom as Moderating Variable. International Journal of Islamic Business and Economics (IJIBEC), 7(1), 49–63.

Mihartinah, D., & Coryanata, I. (2019). Pengaruh Sikap Terhadap Perilaku, Norma Subjektif, Dan Kontrol Perilaku Persepsian Terhadap Niat Mahasiswa Akuntansi Untuk Mengambil Sertifikasi Chartered Accountant. Jurnal Akuntansi, 8(2), 77–88.

Min, J. H. J., Chang, H. J. J., Jai, T.-M. C., & Ziegler, M. (2019). The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. Fashion and Textiles, 6(1), 10.

Onyeaka, H., Anumudu, C. K., Al-Sharify, Z. T., Egele-Godswill, E., & Mbaegbu, P. (2021). COVID-19 pandemic: A review of the global lockdown and its far-reaching effects. Science Progress, 104(2), 00368504211019854.

Pasa, E. G., Wulandari, J., & Adistya, D. (2020a). Analisis E-Trust, E-Wom Dan E-Service Quality Dalam Keputusan Pembelian Online. Jurnal Perspektif Bisnis, 3(2), 63–75.

Pasa, E. G., Wulandari, J., & Adistya, D. (2020b). Analisis E-Trust, E-Wom Dan E-Service Quality Dalam Keputusan Pembelian Online. Jurnal Perspektif Bisnis, 3(2), 63–75.

Permana, F. Y., & Hayuningtias, K. A. (2022). Pengaruh Celebrity Endorser, Viral Marketing dan Brand Trust terhadap Keputusan Pembelian Sepatu Ventela. SEIKO : Journal of Management & Business, 5(2), 12. :

Pola, P. A. A., Rendy Wijaya, & Yumanraya Noho. (2021). Perubahan Perilaku Konsumen Dalam Berbelanja Di Rumah Makan Pada Saat Pandemi Covid-19 Di Kota Gorontalo. JDw, 1(6).

Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), e02690.

Salam, A., & Abdiyanti, S. (2021). Pengaruh E-Service Quality Terhadap Kepuasan Pelanggan E-Commerce (Studi Kasus Pengguna Toko Online Shopee). Jurnal Bisnis dan Pemasaran, 11(1).

Santos, J. (2003). E‐service quality: A model of virtual service quality dimensions. Managing Service Quality: An International Journal, 13(3), 233–246.

Shi, P., Lu, X., Zhou, Y., Sun, C., Wang, L., & Geng, B. (2021). Online Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention. Frontiers in Psychology, 12.

Sholihin, M., & Ratmono, D. (2021). Analisis SEM-PLS dengan WarpPLS 7.0 untuk Hubungan Nonlinier dalam Penelitian Sosial dan Bisnis (1 ed., Vol. 1). Andi.

Siregar, B. G., & Hardana, A. (2021). Metode Penelitian Ekonomi dan Bisnis. CV. Merdeka Kreasi Group Penerbit Nasional.

Srivastava, A., Chauhan, A. S., Gupta, S., Gautam, A., & Kaur, G. (2018). Malware Detection Using Online Information Sharing Platforms and Behavior Based Analysis. SSRN Electronic Journal, Query date: 2023-06-01 16:56:54.

Srivastava, M., & Fernandes, S. (2022). Can Indian Millennials be Engaged Through Online Customer Gamified Experience? Indian Journal of Marketing, 52(6), 24–24.

Suaid, I., & Maharan, B. D. (2022). Pengaruh persepsi risiko, e-trust dan e-service quality terhadap keputusan pembelian pada e-commerce shopee saat terjadi pandemi covid-19. Volume. 24 Issue 4(2022) Pages 787-797FForum Ekonomi: Jurnal Ekonomi, Manajemen dan Akuntansi, 24(4), 787–797.

Supandi, E. D., & S Mutmainatus, S. (2020). Pengaruh Remunerasi dan Motivasi Terhadap Kinerja Pegawai UIN Sunan Kalijaga Yogyakarta dengan Menggunakan Structural Equation Modelling. PRISMA, PROSIDING SEMINAR NASIONAL MATEMATIKA, 84–89.

Suryani & Hendriyani. (2014). Metode Riset Kuantitatif. PT. Kencana.

Taddeo, M. (2009a). Defining Trust and E-Trust: From Old Theories to New Problems. International Journal of Technology and Human Interaction, 5(2), 23–35.

Taddeo, M. (2009b). Defining Trust and E-Trust: From Old Theories to New Problems. IGI PUBLISHING, University of Padua, Italy, 5(2), 23–35.

Tanady, E. S., & Firdausy, C. M. (2022). Pengaruh Brand Image, Brand Trust, dan Brand Communication terhadap Brand Loyalty Client Jasa Inspeksi Batu Bara PT Tribhakti Inspektama di Indonesia. Jurnal Manajemen Bisnis dan Kewirausahaan, 6(3), 266–266.

Tran, V. D., & Nguyen, T. D. (2022). The impact of security, individuality, reputation, and consumer attitudes on purchase intention of online shopping: The evidence in Vietnam. Cogent Psychology, 9(1), 2035530.

Trianto, B. (2016). Riset Modelling (Teori, Konsep dan prosedur melakukan penelitian serta aplikasi pengolahan data dengan program SPSS dan LISREL) (Kedua). Adh-Dhuha Institute.

Wardhani, W., Sumarwan, U., & Yuliati, L. N. (2015). Pengaruh Persepsi dan Preferensi Konsumen terhadap Keputusan Pembelian Hunian Green Product. Jurnal Manajemen dan Organisasi, VI(1), 45–63.

Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience. Sustainability, 13(1), Article 1.

Wisnel, W., Wirdianto, E., & Cantika, T. (2022). Analysis of the Effect of E-Service Quality on E-Commerce Customer Satisfaction and Loyalty. MOTIVECTION : Journal of Mechanical, Electrical and Industrial Engineering, 4(3), 209–222.

Xu, D., Ye, Q., Hong, H., & Sun, F. (2022). Emotions for attention in online consumer reviews: The moderated mediating role of review helpfulness. Industrial Management & Data Systems, 122(3), 729–751.

Yulindasari, E. R., & Fikriyah, K. (2022). Pengaruh e-WoM (Electronic Word of Mouth) terhadap Keputusan Pembelian Kosmetik Halal di Shopee. Journal of Islamic Economics and Finance Studies, 3(1), 55.



  • There are currently no refbacks.

Copyright (c) 2023 At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Web Analytics Made Easy - Statcounter