PENGARUH Celebrity Endorser, ELECTRONIC WORD OF MOUTH (E-WOM) dan Content Marketing TERHADAP NIAT BELI PADA E-COMMERCE SHOPEE DIMEDIASI Oleh Brand Image

The Influence of Celebrity Endorser, Electronic Word of Mouth (E-WOM), and Content Marketing on Purchase INTENTION in Shopee E-Commerce Mediated by Brand Image

ABSTRAK

“Pengaruh Celebrity Endorser, Electronic Word of Mouth (E-WOM) dan Content Marketing Terhadap NIAT Beli Pada E-Commerce Shopee DiMediasi Oleh Brand Image”

nama                                : Devie Rusiana

NIM                                   : 21071295011

Departemen                     : Magister Manajemen

Fakultas                            : Ekonomika dan Bisnis

Tahun                                : 2025

Institusi                            : Universitas Negeri Surabaya

Pembimbing                    : Prof. Dr. Sri Setyo Iriani, SE., M.Si.

Dr. Andre Dwijanto Witjaksono, S.T., M.Si

Penelitian ini bertujuan untuk mendalami pengaruh celebrity endorser, electronic word of mouth (e-WOM), content marketing terhadap niat beli melalui brand image. Fenomena celebrity endorser yang sedang popular digunakan sebagai strategi efektif dalam pemasaran terutama dalam dunia e-commerce, serta informasi terkait suatu produk yang tersebar luas di internet baik dalam bentuk positif atau negatif yang mampu mempengaruhi perilaku konsumen terhadap produk. Di era digital konsumen dapat dengan mudah melihat konten-konten yang didistribusikan oleh suatu perusahaan yang berisikan tentang informasi terkait suatu produk. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Squares (PLS) yaitu teknik analisis Structural Equation Modeling (SEM) yang  berbasis varian yang memungkinkan pengujian model pengukuran dan model struktural secara simultan, untuk menganalisis data yang telah dikumpulkan dari responden yang mengetahui e-commerce shopee dan terpengaruh oleh celebrity endorser Vidi Aldiano, ulasan atau review di internet oleh konsumen shopee, dan konten yang ada di media social shopee. Sampel penelitian dipilih dengan menggunakan metode purposive sampling untuk memastikan bahwa responden memiliki pengetahuan yang cukup terhadap produk yang diteliti.

Hasil penelitian ini menunjukkan bahwa celebrity endorser, e-WOM, dan content marketing berpengaruh positif signifikan terhadap niat beli pada e-commerce Shopee. Selain itu, hasil penelitian juga menunjukkan bahwa content marketing berpengaruh positif signifikan terhadap brand image. Namun, celebrity endorser dan e-WOM tidak berpengaruh signifikan terhadap brand image. Dalam penelitian ini, juga ditemukan bahwa brand image berpengaruh positif signifikan terhadap niat beli pada e-commerce Shopee. Untuk variabel mediasi, yaitu brand image, hasil penelitian menunjukkan bahwa brand image tidak mampu memediasi hubungan antara celebrity endorser dan e-WOM dengan niat beli pada e-commerce Shopee. Namun, brand image mampu memediasi hubungan antara content marketing dan niat beli pada e-commerce Shopee.

Kata kunci          : Celebrity Endorser, Electronic Word of Mouth, Content Marketing, Niat Beli, Brand Image, Shopee

ABSTRACT

"The Influence of Celebrity Endorser, Electronic Word of Mouth (E-WOM), and Content Marketing on Purchase INTENTION in Shopee E-Commerce Mediated by Brand Image"

Name                                  : Devie Rusiana

Student ID                         : 21071295011

Departement                      : Magister of Management

Faculty                               : Economics and Business

Years                                  : 2025

Institution                         : State University of Surabaya

Adviser                              : Prof. Dr. Sri Setyo Iriani, SE., M.Si.

  Dr. Andre Dwijanto Witjaksono, S.T., M.Si

This research aims to delve into the influence of celebrity endorsers, electronic word of mouth (e-WOM), and content marketing on purchase intention through brand image. The phenomenon of celebrity endorsers, which is currently popular, is used as an effective strategy in marketing, especially in the world of e-commerce. Additionally, information related to a product that is widely spread on the internet, whether positive or negative, can influence consumer behavior towards the product. In the digital era, consumers can easily view content distributed by a company that contains information related to a product. This research uses a quantitative approach with the Partial Least Squares (PLS) method, a variant-based Structural Equation Modeling (SEM) analysis technique that allows simultaneous testing of measurement models and structural models. The data was collected from respondents who are aware of Shopee e-commerce and are influenced by celebrity endorser Vidi Aldiano, reviews on the internet by Shopee consumers, and content on Shopee's social media. The research sample was selected using the purposive sampling method to ensure that respondents have sufficient knowledge about the product being studied.

The results of this study indicate that celebrity endorsers, e-WOM, and content marketing have a significantly positive effect on purchase intention in Shopee e-commerce. Furthermore, the study also shows that content marketing has a significantly positive effect on brand image. However, celebrity endorsers and e-WOM do not have a significant effect on brand image. Additionally, this study found that brand image has a significantly positive effect on purchase intention in Shopee e-commerce. For the mediation variable, which is brand image, the study shows that brand image cannot mediate the relationship between celebrity endorsers and e-WOM with purchase intention in Shopee e-commerce. However, brand image can mediate the relationship between content marketing and purchase intention in Shopee e-commerce.

Keywords             : Celebrity Endorser, Electronic Word of Mouth, Content Marketing, Purchase Intention, Brand Image, Shopee.