Understanding the Role of Consumer Attitudes in Linking Social Media Campaigns and Celebrity Endorsements to Purchase Intention on Shopee: The Case of Erigo - Dalam bentuk pengganti sidang - Artikel Jurnal
RIDHO DE VARIO
Informasi Umum
Kode
25.04.5065
Klasifikasi
658.81 - Marketing Management
Jenis
Karya Ilmiah - Skripsi (S1) - Reference
Subjek
Digital Marketing
Dilihat
53 kali
Informasi Lainnya
Abstraksi
This study examines the influence of social media marketing and celebrity endorsement on consumers’ purchase intention toward Erigo products on Shopee, with consumer attitude serving as a mediating variable. Erigo, a local fashion brand, leverages Shopee and celebrity influencers to expand its marketing reach. The study is grounded in the Theory of Planned Behavior (TPB) and Brand Equity Theory, incorporating variables such as celebrity endorsement, online customer reviews, brand awareness, brand loyalty, and electronic word-of mouth (eWOM) as independent variables, while consumer attitude and purchase intention serve as the mediating and dependent variables, respectively. A quantitative method was employed through an online survey involving 386 Shopee users familiar with the Erigo brand. The findings indicate that consumer attitude mediates the influence of celebrity endorsement and online customer reviews on purchase intention. Additionally, brand awareness, brand loyalty, and eWOM have a direct effect on purchase intention. The study suggests that selecting credible and authentic influencers, as well as encouraging positive online reviews, are key strategies for effective digital marketing.
- SI441044 - TELECOMMUNICATION BUSINESS MARKETING
Koleksi & Sirkulasi
Tersedia 1 dari total 1 Koleksi
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Pengarang
| Nama | RIDHO DE VARIO |
| Jenis | Perorangan |
| Penyunting | Maria Apsari Sugiat |
| Penerjemah |
Penerbit
| Nama | Universitas Telkom, S1 Manajemen (Manajemen Bisnis Telekomunikasi & Informatika) |
| Kota | Bandung |
| Tahun | 2025 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
