The effect of celebrity endorsement and customer review on purchase interest with brand image as a mediating variable at e-commerce Shopee

Ilvi Nur Widiana (Universitas Nahdlatul Ulama’ Sidoarjo, Indonesia)
Muhafidhah Novie ([e-mail])

Jurnal Mantik
Vol. 7 No. 4 (2024): February: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)

This study aims to determine the effect of celebrity endorsement and customer reviews on buying interest with brand image as a mediating variable in shopee e-commerce. This type of research is quantitative with a descriptive approach. The research sample was 100 respondents. Data collection techniques using questionnaires. Data analysis techniques using path analysis. The results showed that 1) celebrity endorsment has a positive but insignificant effect on buying interest. 2) celebrity endorsment has a positive and significant effect on brand image.3) customer review has a positive and significant effect on purchase intention.4) customer review has a positive and significant effect on brand image.5) brand image has a positive and significant effect on purchase intention