MILLENNIALS' INTENTION TO BUY FASHION PRODUCTS AT SHOPEE DURING THE PANDEMIC OF COVID-19
Dublin Core
Title
MILLENNIALS' INTENTION TO BUY FASHION PRODUCTS AT SHOPEE DURING THE PANDEMIC OF COVID-19
Subject
celebrity endorser, e-WOM, brand image, purchase intention, fashion
Description
This study aims to analyze the influence of celebrity endorsers and eWOM on consumer purchase intentions, with the brand image as a mediating variable. The research population consisted of
millennial consumers in Pontianak who had never bought fashion products at Shopee during the pandemic of COVID-19. Two hundred respondents were selected based on the judgment sampling method. Questionnaires were distributed via Google Forms, then analyzed using SEM-PLS. The results showed that celebrity endorsers and eWOM positively affected the brand image of fashion products at Shopee during the pandemic. Whereas celebrity endorsers and eWOM have proven to have no direct effect on purchase intention. It happened because respondents did not only rely on content uploaded by celebrities and reviews to determine their consumption. Consumers tend to be more selective in choosing products during the pandemic. Even though there is much information circulating about these products, they still consider brand image when deciding to buy or consume them.
millennial consumers in Pontianak who had never bought fashion products at Shopee during the pandemic of COVID-19. Two hundred respondents were selected based on the judgment sampling method. Questionnaires were distributed via Google Forms, then analyzed using SEM-PLS. The results showed that celebrity endorsers and eWOM positively affected the brand image of fashion products at Shopee during the pandemic. Whereas celebrity endorsers and eWOM have proven to have no direct effect on purchase intention. It happened because respondents did not only rely on content uploaded by celebrities and reviews to determine their consumption. Consumers tend to be more selective in choosing products during the pandemic. Even though there is much information circulating about these products, they still consider brand image when deciding to buy or consume them.
Creator
Barkah, Barkah
Source
DOI : ttp://dx.doi.org/10.26418/jebik.v11i3.51142
Publisher
Univ. Tanjungpura
Date
31-12-2022
Contributor
Sri Wahyuni
Rights
P-ISSN : 2087-9954, E-ISSN : 2550-0066
Format
PDF
Language
English
Type
Text
Coverage
Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK) Univ. Tanjungpura 2022
Files
Collection
Citation
Barkah, Barkah, “MILLENNIALS' INTENTION TO BUY FASHION PRODUCTS AT SHOPEE DURING THE PANDEMIC OF COVID-19,” Repository Horizon University Indonesia, accessed March 12, 2025, https://repository.horizon.ac.id/items/show/5990.