THE EFFECT OF CELEBRITY ENDORSEMENT AND CUSTOMER REVIEW ON PURCHASE INTEREST WITH BRAND IMAGE AS A MEDIATING VARIABLE AT E-COMMERCE SHOPEE

Widiana, Ilvi Nur (2024) THE EFFECT OF CELEBRITY ENDORSEMENT AND CUSTOMER REVIEW ON PURCHASE INTEREST WITH BRAND IMAGE AS A MEDIATING VARIABLE AT E-COMMERCE SHOPEE. Jurnal Mantik, 7 (4): 15. pp. 1-15. ISSN 2685-4236

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Abstract

This study aims to determine the effect of celebrity endorsement and customer reviews on buying interest with brand image as a mediating variable in shopee e-commerce. This type of research is quantitative with a descriptive approach. The research sample was 100 respondents. Data collection techniques using questionnaires. Data analysis techniques using path analysis. The results showed that 1) celebrity endorsment has a positive but insignificant effect on buying interest. 2) celebrity endorsment has a positive and significant effect on brand image.3) customer review has a positive and significant effect on purchase intention.4) customer review has a positive and significant effect on brand image.5) brand image has a positive and significant effect on purchase intention.

Item Type: Article
Uncontrolled Keywords: Brand Image; Celebrity Endorsment; Customer Review; Purchase Interest.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Perpustakaan UNUSIDA
Date Deposited: 23 Oct 2024 07:42
Last Modified: 23 Oct 2024 07:42
URI: http://digilib.repository.unusida.ac.id/id/eprint/667

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