The Influence of Electronic Word of Mouth (E-Wom), Celebrity Endorse, and Online Advertising on Purchase Intention Ventela Shoes at Tiktok Shop in Sidoarjo
Pengaruh Electronic Word of Mouth (E-Wom), Celebrity Endorse, dan Online Advertising terhadap Minat Beli Sepatu Ventela pada Tiktok Shop di Sidoarjo
DOI:
https://doi.org/10.21070/ups.7690Keywords:
Electronic Word of Mouth (E-WOM), Celebrity Endorsement, Online Advertising, Purchase IntentionAbstract
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 study adopts a quantitative method, with the criteria focusing on the people of Sidoarjo who are users of Ventela shoes and TikTok Shop. This research employs non-probability sampling using a purposive sampling technique. Data analysis is conducted using PLS-SEM with the assistance of SmartPLS 3 software. The expected outcome of this research is to help business practitioners design effective strategies for fashion products, particularly shoes, in Indonesia.
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