The impact of celebrity endorsement on consumer behavior within the Shopee online shopping platform

Muhammad, Ivan Syaugy and Dewi, Wuisan (2023) The impact of celebrity endorsement on consumer behavior within the Shopee online shopping platform. Milestone: Journal of Strategic Management, 3 (1): 3. pp. 32-40. ISSN 2775-3565

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Abstract

This study aims to investigate the impact of celebrity endorsement on consumer behavior in the Shopee marketplace. The research employed a quantitative approach and collected data through an electronic questionnaire using Google Forms, with a total of 160 respondents from Indonesian consumers living in Greater Jakarta who have seen Shopee advertisements and shopped in the marketplace. Validity and reliability tests were performed in the measurement model, while the R-square test, T-statistics, and P-value tests were utilized in the structural model to evaluate the relationship among the variables. The results suggest that the attractiveness of celebrity endorsers does not significantly affect ad recall by consumers, whereas the credibility of the endorser has a significant impact on both ad recall and purchase intention of consumers.

Item Type: Article
Uncontrolled Keywords: Attractiveness, Credibility, Ad recall, Purchase intention, Shopee, Consumer behavior, Celebrity endorsement
Subjects: Economics and Business > Domestic Commerce, Marketing, & Economics
Economics and Business > Consumer Affairs
Depositing User: Djaenudin djae Mohamad
Date Deposited: 13 Feb 2024 06:49
Last Modified: 13 Feb 2024 06:49
URI: https://karya.brin.go.id/id/eprint/32752

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