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All Journal Fokus Ekonomi Gadjah Mada International Journal of Business JAM : Jurnal Aplikasi Manajemen Jurnal Ekonomi dan Bisnis DIJB (Diponegoro International Journal of Business) JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI Jurnal Ilmiah Sultan Agung Community Empowerment Journal
Tri Wikaningrum
Faculty of Economics, Sultan Agung Islamic University (UNISSULA), Semarang
Religion Arts Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences

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Journal : JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI

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The Role of Celebrity Endorsement and Brand Love to Increase Purchase Intention in E-Commerce Companies Aji, Dwi Kuncoro; Wikaningrum, Tri
Jurnal Akuntansi, Manajemen dan Ekonomi Vol 27 No 1 (2025): January - June 2025
Publisher : Faculty of Economics and Business, Jenderal Soedirman University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32424/1.jame.2025.27.1.14403

Abstract

This study examines the effect of brand love on purchase intention, celebrity endorsement on purchase intention, celebrity endorsement on brand love, and the role of brand love as a mediator in the relationship between celebrity endorsement and purchase intention. The variables used include celebrity endorsement as an independent variable, purchase intention as a dependent variable, and brand love as a mediating variable. This study used a quantitative approach with SPSS 25 for data analysis. Sampling was carried out through a purposive sampling technique, and data were collected through a questionnaire with a Likert scale distributed online via Google Forms. The population of this study included all people in Semarang, Indonesia, with a sample of 100 respondents who were interested in shopping at Tokopedia. The results showed that brand love had a positive effect on purchase intention, celebrity endorsement had a positive effect on purchase intention, celebrity endorsement had a positive effect on brand love, and brand love can mediate the relationship between celebrity endorsement and purchase intention.
Co-Authors ., Nurhidayati Abid, Muhammad Aji, Dwi Kuncoro Lisa Kartikasari Marelda, Rebecka Mawaddah, Lutfiyatul Mubarok, Ahmad Farohi Muhammad Ridwan Reyhandita, Devina Michelle Rohmah, Miftahur Satria Avianda Nurcahyo Thoha, Anis Malik Utami, Angelina Tri Wulandari, Winda Putri Agrestiya