THE INFLUENCE OF CELEBRITY ENDORSER AND ELECTRONIC WORD OF MOUTH ON PURCHASE INTENTION MEDIATED BY BRAND IMAGE: CASE STUDY ON CONTEXT OF E-COMMERCE ADS WITH CELEBRITY ENDORSEMENT

Abstract

This study aims 1) to determine the effect of celebrity endorsement on brand image, 2) to determine the effect of electronic word of mouth on brand image, 3) to determine the effect of brand image on purchase intention, 4) to determine the effect of celebrity endorsement on purchase intention, 5) to determine the effect of electronic word of mouth on purchase intention, 6) to determine the effect of celebrity endorsement on purchase intention through brand image as a mediating variable, 7) to determine the effect of electronic word of mouth on purchase intention through brand image as a mediating variable on e-commerce consumers in Jakarta. The data collection method used a survey with an instrument in the form of a questionnaire. The sample of this research is 200 Shopee consumer respondents who live in Jakarta who have done online shopping on Shopee services at least 2 times in the last 6 months and actively use social media for at least 1 hour in 1 day. The data analysis technique used SPSS version 25 and SEM (Structural Equation Model) from LISREL software version 8.8. to process and analyze research data. The test results in this study showed 5 hypotheses from 7 hypotheses had a significant positive effect and 2 hypotheses from 7 hypotheses had a positive, but not significant, effect.