The The Impact Of E-WOM On Purchase Intention In Shopee's E-Commerce: The Mediating Role Of Perceived Quality

Diah Ayu Ragasiwi; Estu  Handayani; Osly  Usman

Diah Ayu Ragasiwi Universitas Negeri Jakarta
Estu Handayani Universitas Negeri Jakarta
Osly Usman Universitas Negeri Jakarta

Keywords: E-WoM, celebrity endorser, brand image, perceived quality, purchase intention

Abstract

Technological developments make it easier for us to carry out buying and selling transactions for
goods and services, one of which is the presence of various online shopping platforms such as
Shopee. This growth and development is of course supported by many factors, one of which is
the effective implementation of e-WOM and the celebrities who participate in encouraging the
progress of this platform through their campaigns. This research aims to study the influence of
e-WOM, celebrity endorsers, brand image on buying interest in people living in the Jabodetabek
area and its surroundings. The results of the analysis show that the implementation of e-WOM
has an influence on buying interest which is greater than before. This research provides an
understanding of e-WOM, celebrity endorsers and brand image in purchasing interest through
Shopee e-commerce.