Online Buying Intentions of Shopee Consumers: The Influence of Celebrity Endorsement, Social Media Marketing, and Brand Image

Firmanza, Muhammad Harda Dimas; Artanti, Yessy

doi:10.9744/pemasaran.16.2.87-95

Cited by 4 publications

(3 citation statements)

References 9 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…On the other hand, a negative brand image can decrease consumer trust and loyalty, which can lead to lower buying intentions. Additionally, factors such as user-generated content, social media marketing, celebrity endorsement, and product aesthetics can also influence consumer buying intentions through their impact on brand image (Firmanza & Artanti, 2022;Jia et al, 2022;Jiang et al, 2023;Nusairat et al, 2021)…”

Section: Literature Review and Hypothesis Development A Brand Image A...mentioning

confidence: 99%

Analysis of the Influence of Brand Image, Price, and Product Quality on Consumer Buying Intentions in the Indonesian Retail Market: Mediation by the Level of Consumer Trust

Yuliastuti,

Mulyono,

Krisprimandoyo

et al. 2024

IJBLE

View full text Add to dashboard Cite

This research investigates the complex dynamics influencing consumer behavior in the Indonesian retail market, focusing on the interrelationships between brand image, price, product quality, consumer trust, and consumer buying intentions. Utilizing a quantitative approach and Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis, data was collected through a survey of 100 respondents. The results reveal significant positive relationships between brand image, price, product quality, and consumer buying intentions, highlighting the pivotal role of these factors in shaping consumer preferences and purchase decisions. Furthermore, the study identifies consumer trust as a mediating factor, emphasizing its importance in strengthening the relationship between brand image and consumer buying intentions. The practical implications of these findings for retailers and marketers are discussed, emphasizing the importance of strategic brand management, pricing strategies, product quality enhancement, and trust-building initiatives to drive consumer behavior and achieve long-term success in the Indonesian retail market.

show abstract

Section: Literature Review and Hypothesis Development A Brand Image A...mentioning

confidence: 99%

Analysis of the Influence of Brand Image, Price, and Product Quality on Consumer Buying Intentions in the Indonesian Retail Market: Mediation by the Level of Consumer Trust

Yuliastuti,

Mulyono,

Krisprimandoyo

et al. 2024

IJBLE

View full text Add to dashboard Cite

show abstract

“…This acumen and more profound knowledge about the products form a critical foundation of consumers' buying intentions. Assessing the quality and materials used in fast fashion products assists in making more informed decisions when purchasing [50].…”

Section: Fashion Orientation On Intention To Purchase Fast Fashion Pr...mentioning

confidence: 99%

Fast fashion revolution: Unveiling the path to sustainable style in the era of fast fashion

Anisah,

Andika,

Wahyudi

et al. 2024

E3S Web Conf.

View full text Add to dashboard Cite

The Fast fashion industry trend has proliferated due to its fast production and affordable prices. However, its negative impact on the climate and environment is significant. Previous research has revealed that Fast Fashion contributes to high greenhouse gas emissions, excessive water usage, water pollution, and the generation of non-biodegradable textile waste. All of these factors harm environmental sustainability. Additionally, the mass production model of Fast Fashion also encourages excessive consumption, creates non-biodegradable textile waste, and increases pressure on natural resources. This study aims to examine the relationship between fashion orientation (FO) and Fast fashion purchase intention (FFPI), as well as their impact on Fast fashion purchasing behavior (FFPB). This research also explores the influence of sustainable clothing consumption attitudes (SCCA) as a moderating factor. Data were collected from 214 respondents through the nonprobability snowball sampling method. The analysis was conducted using the PLS-SEM method. The study's results indicate that FO significantly influences FFPI and strongly correlates with FFPB. Moreover, SCCA moderates the relationship between FFPI and FFPB. These findings imply that to address the negative impact of Fast Fashion on climate change and the environment, changes in FO and FFPI and an increase in SCCA are needed. Education and consumer awareness regarding the negative impacts of Fast Fashion, promotion and support for sustainable clothing brands and products, and implementing policies that encourage more sustainable production and consumption practices are essential steps that can be taken.

show abstract

“…Penelitian ini berbeda dari sebelumnya Firmanza & Artanti (2022), yaitu model penelitian dimana brand image sebagai variabel mediasi yang mempengaruhi hubungan secara tidak langsung antara celebrity endorsement, Sosial media marketing terhadap purchase intention dengan objek penelitian produk skincare yang ada di Indonesia dan aplikasi Tiktok shop. Berdasarkan diatas, maka tujuan dari peneltian ini yaitu menganalisis pengaruh Sosial media marketing, celebrity endorsement, brand image terhadap purchase intention.…”

Section: Introductionunclassified

The Effect of Celebrity Endorsement and Sosial Media Marketing on Purchase Intention Skincare Product in Tiktok Shop

Atmaja,

Rahayu

2023

bijak

View full text Add to dashboard Cite

Sosial media has become a place for many people to interact. Almost everyone, from young to old, uses Sosial media. Communicating and shopping as activities that can be done online, the presence of Sosial media provides benefits for users to provide convenience and keep abreast of the development of increasingly modern Sosial media. The purpose of this study is to analyze the effect of Sosial media marketing, celebrity endorsements, and brand image on purchase intention. This study uses the Structural Equation Model Partially Least Square (SEM-PLS) method and the purposive sampling method. The sample taken from this study consisted of 107 respondents who met the criteria that they had shopped for skincare through the Tiktok shop. Data analysis testing using SmartPLS The results of this study prove that celebrity endorsement has a positive effect on purchase intention; the indirect relationship between Sosial media marketing and purchase intention is mediated by brand image; brand image has a positive effect on purchase intention; Sosial media marketing has no effect on purchase intention; and celebrity endorsement has no effect on purchase intention mediated by brand image.

show abstract

Online Buying Intentions of Shopee Consumers: The Influence of Celebrity Endorsement, Social Media Marketing, and Brand Image

Cited by 4 publications

References 9 publications

Analysis of the Influence of Brand Image, Price, and Product Quality on Consumer Buying Intentions in the Indonesian Retail Market: Mediation by the Level of Consumer Trust

Analysis of the Influence of Brand Image, Price, and Product Quality on Consumer Buying Intentions in the Indonesian Retail Market: Mediation by the Level of Consumer Trust

Fast fashion revolution: Unveiling the path to sustainable style in the era of fast fashion

The Effect of Celebrity Endorsement and Sosial Media Marketing on Purchase Intention Skincare Product in Tiktok Shop

Contact Info

Product

Resources

About