The Influence of Celebrity Endorsement and Online Consumer Reviews on Buying Interest in Eat Sambel Products at E-commerce Shopee
Abstract
In today's digital era, social media plays a significant role in influencing consumer purchase intentions. In the digital
era, marketing through celebrities has become an important strategy in e-commerce, including for Eat Sambal
products on Shopee. This marketing is considered effective in enhancing product image and quickly attracting
consumers. The success of celebrity marketing lies not only in visual appeal but also in credibility and social influence
that shape consumer perceptions and purchase intentions. Online consumer reviews are also crucial in increasing
purchase interest as they help consumers learn more about the product. This study aims to investigate the influence
of celebrity endorsement and online consumer reviews on the purchase intention of Eat Sambal products on Shopee,
with variables of celebrity credibility, celebrity appeal, and online consumer reviews mediated by attitude, brand
loyalty, brand awareness, and e-WoM towards purchase intention. Data were collected through online surveys and
analyzed using SEM with SmartPLS4. The results of the study show that celebrity credibility, and online consumer
reviews significantly influence consumer attitudes, which then affect brand loyalty, brand awareness, and e-WoM.
This research provides insights for companies regarding effective digital marketing strategies through celebrity
endorsement and online consumer reviews in e-commerce.
Keywords-celebrity endorsement, online consumer review, consumer perception, purchase intention, digital
marketing.
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