Pengaruh Celebrity Endorsement Dan Online Consumer Review Terhadap Minat Beli Produk Eat Sambel Di E-commerce Shopee
Abstrak
Dalam era digital saat ini, media sosial berperan signifikan dalam mempengaruhi niat beli konsumen. Industri Dalam
era digital, pemasaran melalui selebriti telah menjadi strategi penting di e-commerce, termasuk untuk produk Eat
Sambel di Shopee. Pemasaran ini dianggap efektif dalam meningkatkan citra produk dan menarik konsumen dengan
cepat. Keberhasilan pemasaran selebriti tidak hanya terletak pada daya tarik visual, tetapi juga kredibilitas dan
pengaruh sosial yang membentuk persepsi dan niat pembelian konsumen.Online consumer review juga krusial dalam
meningkatkan minat beli karena membantu konsumen mengetahui produk lebih dalam. Penelitian ini bertujuan
menyelidiki pengaruh celebrity endorsement dan ulasan konsumen online terhadap minat beli produk Eat Sambel di
Shopee, dengan variabel kredibilitas selebriti, daya tarik selebriti, dan ulasan konsumen online yang dimediasi oleh
sikap, loyalitas merek, kesadaran merek, dan e-WoM terhadap niat pembelian. Data dikumpulkan melalui survei online
dan dianalisis menggunakan SEM dengan SmartPLS4. Hasil penelitian menunjukkan bahwa kredibilitas selebriti,
daya tarik, dan ulasan konsumen online signifikan mempengaruhi sikap konsumen, yang kemudian mempengaruhi
loyalitas merek, kesadaran merek, dan e-WoM. Brand awareness, brand loyalty, dan e-WoM berdampak signifikan
pada niat beli konsumen. Penelitian ini memberikan wawasan bagi perusahaan mengenai strategi pemasaran digital
yang efektif melalui celebrity endorsement dan ulasan konsumen online di e-commerce.
Kata Kunci-celebrity endorsement, online consumer review, persepsi konsumen, niat beli, pemasaran digital.
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