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All Journal JURNAL MANAJEMEN BISNIS
Lastyawati, Trizki
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Economics, Econometrics & Finance

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Celebrity Support and Service Quality on Customer Satisfaction Mediated by Brand Image of Tokopedia Users Lastyawati, Trizki; Harsono, Soni; Abdillah, Ulil Absor Faiq
Jurnal Manajemen Bisnis Vol. 11 No. 1 (2024): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v11i1.710

Abstract

Tokopedia, currently ranked second, trails behind Shopee, indicating the need for enhanced performance to secure the top spot. This study delves into understanding consumer behavior and the factors shaping customer satisfaction in the e-commerce landscape, with a specific focus on Tokopedia. With Indonesia witnessing a surge in e-commerce activity amidst technological advancements and fierce market competition, the research explores the impact of celebrity endorsements, service quality, and brand image on customer satisfaction. Through quantitative analysis, involving 160 participants, the study reveals that celebrity endorsements and service quality significantly influence brand image positively. However, while celebrity endorsements and service quality do not directly impact customer satisfaction, brand image emerges as a key mediator, positively affecting customer satisfaction. Thus, the findings underscore the pivotal role of brand image in shaping customer perceptions and satisfaction levels, indicating avenues for Tokopedia to enhance its performance and competitiveness in the e-commerce landscape.
Co-Authors Abdillah, Ulil Absor Faiq Soni Harsono