The Impact of Trade-Ins and Celebrity Endorser on Samsung Smartphone Purchase Decisions Mediation Variables of Altruism in Generation Z of University in Palembang City

Abstract

The aim of this study was to empirically prove and analyze the model of the impact of trade in, and celebrity endorser on Samsung smartphone purchasing decisions with the mediating variable of altruism in generation Z in Palembang City universities. The data used in this research was primary data with the research object being Generation Z who were born in 1997-2014 with a total sample of 400 respondents. The independent variables in this research are trade in and celebrity endorser, the dependent variable is purchasing decisions, and the mediating variable is altruism. Analysis in the research uses SEM with the help of the SmartPLS 3 application. The results show that directly the trade in and celebrity endorser variables have a positive effect on purchasing decisions. In testing using bootstrapping, the indirect impact of the overall trade in and celebrity endorser variables on smartphone purchasing decisions with the mediating variable of altruism has a positive effect. This has indicated that altruism indicators is able to mediate the relationship between trade in and celebrity endorsers on purchasing decisions.