PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN CELEBRITY ENDORSEMENT TERHADAP MINAT BELI KONSUMEN PADA E-COMMERCE ZALORA DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI

WARDHANA, HANDIKA WISNU and Wahab, Zakaria and Shihab, Muchsin Saggaff (2021) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN CELEBRITY ENDORSEMENT TERHADAP MINAT BELI KONSUMEN PADA E-COMMERCE ZALORA DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI. Master thesis, Sriwijaya University.

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Abstract

This Study aims to find out and analyse the influence of electronic word of mouth (E-Wom) and celebrity endorsement on consumer buying interest in Zalora e-commerce with brand image as a meditating variable. This is an explanatory research. The population in this study was people in Palembang City who had never shopped at Zalora e-commerce. The number of respondents was 230. This Study used primary data obtained using probability sampling Technique and analysed using descriptive analysis to see the potential, while the Structural Equation Model (SEM) was used to see how much influence of Electronic Word of Mouth (E-Wom) and celebrity endorsement on consumer buying interest in Zalora e-commerce with brand image as meditating variable. The results of the study showed that celebrity endorsement did not have an influence on people’s buying interest in Zalora e-commerce, Electronic Word of Mouth (E-Wom) influenced the Brand image of zalora products, Brand image influenced consumer buying interest in Zalora Products, Electronic Word of Mouth (E-Wom) influenced buying interest with Brand Image as Mediation, and Celebrity Endorsement on buying interest with Brand Image as Mediation.

Item Type:	Thesis (Master)
Uncontrolled Keywords:	Electronic Word of Mouth (E-WOM), Celebrity Endorsement, Consumer Buying Interest, E- Commerce, Brand Image
Subjects:	H Social Sciences > HF Commerce > HF5429.7-5430.6 Shopping centers. Shopping malls H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HF Commerce > HF5460-5469.5 Department stores. Mail order business. Supermarkets. Convenience stores
Divisions:	01-Faculty of Economics > 61102-Management (S2)
Depositing User:	Mr Handika wisnu wardhana
Date Deposited:	19 Nov 2021 02:26
Last Modified:	19 Nov 2021 02:26
URI:	http://repository.unsri.ac.id/id/eprint/57289

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