When Artists Become Sellers: The Role of Brand and Artist Image in Shaping Purchase Intention in E-Commerce

Herlina Herlina (Informatics and Business Institute Darmajaya)
Budhi Haryanto (Sebelas Maret University)
Lilik Wahyudi (Sebelas Maret University)
Catur Sugiarto (Sebelas Maret University)

Fokus Bisnis: Media Pengkajian Manajemen dan Akuntansi
Vol. 24 No. 2 (2025): Fokus Bisnis

In the evolving landscape of e-commerce, public figures such as artists are increasingly becoming sellers, directly marketing their branded products through platforms like Shopee. This study explores how brand image and artist image influence consumer purchase intention in this context, with brand attitude and artist attitude acting as mediators. A survey was conducted with 250 Shopee followers, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both brand image and artist image significantly influence consumer attitudes, which in turn drive purchase intention. Mediation analysis confirms that brand and artist attitudes serve as key mechanisms linking image to intention. This study offers new insights into consumer behavior in digital marketplaces where the boundaries between celebrity and seller are increasingly blurred.