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All Journal Jurnal Bisnis dan Ekonomi Jurnal Widya Manajemen & Akuntansi Jurnal Bulletin Jurnal Manajemen. JMM (Jurnal Masyarakat Mandiri) JOURNAL OF APPLIED LINGUISTICS AND LITERATURE Jurnal Keuangan dan Bisnis Jurnal Manajemen ASAWIKA: Media Sosialisasi Abdimas Widya Karya Jurnal Abdimas Musi Charitas Buletin Ekonomi: Manajemen, Ekonomi Pembangunan, Akuntansi Journal of International Conference Proceedings Prosiding University Research Colloquium
Catharina Clara
Universitas Katolik Musi Charitas
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Journal : Jurnal Manajemen

 1 
Celebrity Endorsements And Its Brand Love On Purchase Intention At E-Marketplace Catharina Clara
Jurnal Manajemen Vol. 27 No. 1 (2023): February 2023
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v27i1.1078

Abstract

Advertised brands are frequently endorsed by a variety of well-known public figures. The purpose of this study is to investigate the impact of celebrities and brand ambassadors on purchase intentions in the e-commerce marketplace. The method employed is an online survey sent to Indonesian fans via direct message on the Instagram official account that posts collaboration ads between the e-commerce marketplace and brand ambassador. To assess the effect of variables, a structural Equation Model (SEM) with AMOS software was used. The study's findings explain the impact of celebrity endorsement and brand love on brand ambassadors purchasing interest, particularly on online shopping sites. Although celebrity endorsement as an exogenous variable is insignificant, all factors of celebrity endorsement show a significant confirmatory factor analysis. Purchase intention is positively influenced by brand passion and affection. This study's marketing implications for related parties are presented.
Co-Authors Andreas Sarjono Anselmus Inharjanto Ega Leovani Florentinus Heru Ismadi Florentinus Heru Ismadi Ira Irzawati Leovani, Ega Lina . Lina Lina Maria Josephine Tyra, Maria Josephine Tyra, Paskalina Widiastuti Ratnaningsih Paskalina Widiastuti Ratnaningsih Yohanes Heri Pranoto Yohanes Heri Pranoto YOHANES HERI PRANOTO, YOHANES HERI