PENGARUH CELEBRITY ENDORSER DAN E-SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN SHOPOEE MELALUI BRAND IMAGE

Abstract

Internet-based service is one of the ways for a company to promote its products. The products are not sold by conventional stores. However, the brand has reached the internet world to expand its market share. Moreover, the company makes use of celebrities as a way to interest customers. Therefore, this research aimed to find out and analyze either the direct or indirect effect of celebrity endorsers and e-service quality on the purchasing decisions of Shopee e-commerce; with the brand image as a mediating variable. The research was quantitative. Furthermore, the sample was 100 respondents who were Shopee users. The data collection technique used purposive sampling. Additionally, the data analysis technique used SmartPLS 3.0 with a path diagram, model outer test, model inner test, and hypothesis test. The result concluded that there were direct and indirect effects if/ween celebrity endorsers and e-service quality on purchasing decisions. In addition, brand image was a mediating variable that could affect purchasing decisions. This would be continually discussed within research.