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All Journal Jurnal Penelitian Terapan Mahasiswa
Irna Karina Josephine Kaban
Politeknik eLBajo Commodus, Labuan Bajo, Indonesia
Humanities Computer Science & IT Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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The Role of Celebrity Endorsement in Fashion Product Purchasing Decisions at Shopee: A Qualitative Review Gracedelia Jeanywealsny Ngasa; Laurensius Sandrio; Septian Hutagalung; Irna Karina Josephine Kaban
Jurnal Penelitian Terapan Mahasiswa Vol 3 No 1 (2025): Jurnal Penelitian Terapan Mahasiswa
Publisher : Pusat Penelitian dan Pengabdian Masyarakat Politeknik eLBajo Commodus

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Abstract

This study aims to examine the effect of celebrity endorsement on purchasing decisions for fashion products on the Shopee e-commerce platform. The research method used is a qualitative approach with non-probability sampling technique. Data was collected through in-depth interviews with Shopee consumers who have experience buying fashion products endorsed by celebrities. The results showed that celebrity endorsement plays a significant role in attracting consumer attention and building trust in the promoted product, which ultimately increases consumer purchase intention. The relationship between fans and celebrities is a key factor in influencing purchasing preferences and behavior. In addition, Shopee as an e-commerce platform also supports increased sales through various attractive features and promotions. This research provides valuable insights for marketers in developing more effective and consumer-oriented marketing strategies in today's digital era.
Co-Authors Gracedelia Jeanywealsny Ngasa Laurensius Sandrio Septian Hutagalung