The Effect of Electronic Word of Mouth (E-WOM), Celebrity Endorsement, and Online Advertising on Interest in Buying Ventela Shoes on Tiktok Shop in Sidoarjo

Dwiki Adi Setiawan, Misti Hariasih, Rizky Eka Febriansyah

Abstract


The progress and development of science and technology is what makes it easier for businessmen to get a variety of useful information when analyzing the sales environment as well as its competitors the advancement of digital-based technology has made it easier for companies and consumers to access various information, especially in the fashion industry, with the help of social media, e-commerce, and marketplaces. This research aims to systematically analyze the influence of electronic word of mouth (E-WOM), celebrity endorsement, and online advertising on purchase intention for Ventela shoes on TikTok Shop in Sidoarjo. The research uses quantitative methods, with criteria focused on the people of Sidoarjo who are users of Ventela shoes and TikTok Shop. Therefore, the population size in this study is not known with certainty. This research uses non-probability sampling with purposive sampling technique. Data analysis is conducted using PLS-SEM with the assistance of SmartPLS 3 software.The expected result of this research is that it can help business people design effective fashion product strategies, so that they can create product attractiveness which results in increasing purchasing interest parameters in a business, especially shoes in Indonesia.

Keywords


Electronic word of mouth; Celebrity endorsement; Online advertising; Purchase intention

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References


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DOI: https://doi.org/10.20527/jee.v6i2.14424

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