THE INFLUENCE OF CONTENT MARKETING, CELEBRITY ENDORSEMENTS, AND ELECTRONIC WORD OF MOUTH ON THE PURCHASE INTENTION OF SHOPEE CONSUMERS BY GENERATION Z
Abstract
This study aims to determine the effect of content marketing, celebrity endorsement, and electronic word of mouth on the purchase intention of generation Z as Shopee users in Indonesia. The population in this study are all generation Z who use Shopee in Indonesia, while the sample is part of generation Z who use Shopee in Indonesia. The sampling technique in this study used non-probability sampling, namely purposive sampling. The sample in this study amounted to 136 respondents. The data used in this study are primary data. Data collection techniques by distributing questionnaires. The analysis used is multiple linear regression analysis, t test, and coefficient of determination (R2). The results showed that Content Marketing has a positive and significant effect on Purchase Intention, Celebrity Endorsement has a positive and significant effect on Purchase Intention, Electronic Word of Mouth has a positive and significant effect on Purchase Intention.
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Abdullah, A. F., Zainal, A., Tahir, H. M., Othman, M. F. S., Azizi, A. K., & Nothamdani, N. A. H. B. (2020). Hyper-Localization Within Shopee Marketplace. International Conference of Innovation in Media and Visual Design, pp. 248-253.
Abd Aziz, Z. D., Omar, M. K., & Ariffin, S. (2019). The Effects of Celebrity Endorsements towards Purchase Intention among Malaysian Millennials. Religación: Revista de Ciencias Sociales y Humanidades, 4(14), 116-124.
Abou Ali, A., Abbass, A., & Farid, N. (2020). Factors Influencing Customers’ Purchase Intention in Social Commerce. International Review of Management and Marketing, 10(5), 63.
Astuti, W. D., & Kaligis, R. A. W. (2021). Pengaruh Promosi Buku Penerbit Mediakita di Instagram terhadap Proses Keputusan Pembelian Generasi Z. Jurnal Ilmu Komunikasi, 18(1), 19-34.
Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention. Journal of Research in Interactive Marketing, 13(2), 142-161.
Dilhani, K., dan Weerasinghe, R. (2019). Impact of Content Marketing Towards the Customer Online Engagement. In International Journal of Research in Business, Economics and Management.
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., & Gandasari, D. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11).
Gilal, F. G., Paul, J., Gilal, N. G., & Gilal, R. G. (2020). Celebrity endorsement and brand passion among air travelers: Theory and evidence. International Journal of Hospitality Management, 85, 102347.
Ghozali, Imam. 2018. Aplikasi Analisis Multivariate Dengan Program SPSS-Imam Ghozali-2018. Badan Penerbit Universitas Diponegoro.
Halik, A., & Nugroho, M. (2022). The role of consumer pleasure moderating the effect of content marketing and price discount on online shopping decision and loyalty of generation Z. Media Ekonomi dan Manajemen, 37(1), 35-54.
Hernandez-de-Menendez, M., Escobar Díaz, C. A., & Morales-Menendez, R. (2020). Educational experiences with Generation Z. International Journal on Interactive Design and Manufacturing (IJIDeM), 14, 847-859.
Hidayat, A. T. R., & Astuti, B. (2019). The influence of internet advertising and e-wom on perception and purchase intention of b2c e-commerce costumers in indonesia. Proceeding UII-ICABE, 207-218.
Kusumawati, T. S., & Satmoko, A. (2023). Pengaruh Electronic Word of Mouth (Ewom), Perceived Enjoyment, Dan Subjective Norm Terhadap Purchase Intention Jasa Subscription Video On Demand (Svod) Netflix Dengan Variabel Perceived Usefulness Sebagai Variabel Mediasi (Survei Pada Generasi Z Di Daerah Istimewa Yogyakarta. Indonesian Marketing Journal, 3(1), 1-16.
Ho, T. Q., Nie, Z., Alpizar, F., Carlsson, F., & Nam, P. K. (2022). Celebrity endorsement in promoting pro-environmental behavior. Journal of Economic Behavior & Organization, 198, 68-86.
Kang, M. Y., Choi, Y., & Choi, J. (2019). The effect of celebrity endorsement on sustainable firm value: Evidence from the Korean telecommunications industry. International Journal of Advertising, 38(4), 563-576.
Lazuardi, M. I., & Kaihatu, T. S. (2021). Pengaruh Variasi Produk, Product Knowledge Dan Content Marketing Terhadap Minat Beli Butuhbaju. Journal of Chemical Information and Modeling, 15(2), 9–25.
Liang, H. L., & Lin, P. I. (2018). Influence of multiple endorser-product patterns on purchase intention: An interpretation of elaboration likelihood model. International Journal of Sports Marketing and Sponsorship, 19(4), 415–432.
Lou, C., & Xie, Q. (2021). Something Social, Something Entertaining? How Digital Content Marketing Augments Consumer Experience and Brand Loyalty. International Journal of Advertising, 40(3), 376-402.
Loureiro, S. M. C., & Sarmento, E. M. (2019). Exploring the determinants of instagram as a social network for online consumer-brand relationship. Journal of Promotion Management, 25(3), 354-366.
Mahardini, S., Singal, V. G., & Hidayat, M. (2022). Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Pada Pengguna Aplikasi Tik-Tok Di Wilayah Dki Jakarta. Ikraith-Ekonomika, 6(1), 180–187.
Masato, E. (2021). The Effect of a Celebrity Endorser on Purchase Interest through Brand Image. KnE Social Sciences, 188-199.
Milfeld, T., & Flint, D. J. (2021). When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos. Journal of Product & Brand Management, 30(4), 532-548.
Mehyar, H., Saeed, M., Al-Ja’afreh H. B. A., & Al-Adaileh, R. (2020). He Impact Of Electronic Word Of Mouth On Consumers Purchasing Intention. Journal of Theoretical and Applied Information Technology, 98(02).
Min, J. H. J., Chang, H. J. J., Jai, T. M. C. (2019). The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. Fash Text 6, 10 (2019).
Naseri, R. N. N. (2021). An Overview of Online Purchase Intention Of Halal Cosmetic Product: A Perspective From Malaysia. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(10), 7674-7681.
Napawut, W., Siripipatthanakul, S., Phayaphrom, B., Siripipattanakul, S., & Limna, P. (2022). The Mediating Effect of E-WOM on the Relationship Between Digital Marketing Activities and Intention to Buy Via Shopee. International Journal of Behavioral Analytics, 2(2), 1-13.
Nefrida, N., Riati, R., & Mustofa, R. (2022). Pengaruh Content Marketing Terhadap Minat Berbelanja Online Pada Media Instagram (Studi kasus : Mahasiswa STIE Persada Bunda di Pekanbaru). Jurnal Bisnis Kompetitif, 1(2), 166–183.
Nurhasanah, Mahliza, F., Nugroho, L., & Putra, Y. M. (2021). The Effect of E-WOM, Brand Trust, and Brand Ambassador on Purchase Decisions at Tokopedia Online Shopping Site. IOP Conference Series: Materials Science and Engineering, 1071, No. 1.
Nursyirwan, V. I., & Ardaninggar, S. S. (2020). The factor analysis that influence the student purchase intention in shopee E-commerce. Economics and accounting journal, 3(2), 118-129.
Nyoko, A. E., & Semuel, A. D. D. (2021). Pengaruh Electronic Word of Mouth (E-WOM) di media sosial Facebook terhadap keputusan pembelian. JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's), 14(1), 63-76.
Olmedo, A., Milner‐Gulland, E. J., Challender, D. W., Cugnière, L., Dao, H. T. T., Nguyen, L. B., & Veríssimo, D. (2020). A scoping review of celebrity endorsement in environmental campaigns and evidence for its effectiveness. Conservation Science and Practice, 2(10), e261.
Pickett, A. C., & Brison, N. T. (2019). Lose like a man: body image and celebrity endorsement effects of weight loss product purchase intentions. International Journal of Advertising, 38(8), 1098-1115.
Putri, F., & Hendratmi, A. (2022). Pengaruh Celebrity Endorser dan Content Marketing terhadap Purchase Intention Fashion Muslim. Jurnal Ekonomi Syariah Teori Dan Terapan, 9(5).
Pektas, S. Y., & Hassan, A. (2020). The Effect of Digital Content Marketing on Tourists’ Purchase Intention. Journal of Tourismology, 6(1), 79-98.
Ramadhan, A., Naswandi, C. N., & Herman, C. M. (2020). Fenomena Endorsement Di Instagram Story Pada Kalangan Selebgram. Kareba Jurnal Ilmu Komunikasi, 9(2).
Rahmawati, R. (2022). The Impact of Social MediaMarketing, E-WOM, And Brand Loyalty on The Millennial Purchase Intention. Iconic Research and Engineering Journals, 5(7), 184-193.
Riyadini, N. G., & Krisnawati, W. (2022). Content Marketing, Brand Awareness, and Online Customer Review on Housewives’ Purchase Intention on Shopee. Interdisciplinary Social Studies, 1(6), 733-741.
Silva, M. J. D. B., Farias, S. A. D., Grigg, M. K., & Barbosa, M. D. L. D. A. (2020). Online engagement and the role of digital influencers in product endorsement on Instagram. Journal of Relationship Marketing, 19(2), 133-163.
Solikhah, E. W. (2022). The Effect E-Wom Website Attractiveness E-Trust and Innovation on Purchase Decision Online Sales. 유통과학연구 (JDS), 20(11), 61-69.
Solikhah, E. W., Asih, H. M., Astuti, F. H., Ghazali, I., & Mohammad, E. B. (2024). Industry 4.0 Readiness Trends: A Bibliometric and Visualization Analysis. International Journal of Robotics and Control Systems, 4(1), 105-124.
Solikhah, E. W., Fatmawati, I., Widowati, R., & Suyanto, M. (2023). Factors Influencing Purchase Decisions on Online Sales in Indonesia. In Artificial Intelligence and Transforming Digital Marketing (pp. 329-339). Cham: Springer Nature Switzerland.
Sosanuy, W., Siripipatthanakul, S., Nurittamont, W., dan Phayaphrom, B. (2021). Effect of Electronic Word of Mouth (e-WOM) and Perceived Value on Purchase Intention During the Covid-19 Pandemic: The Case of Ready-to-Eat Food. International Journal of Behavioral Analytics, 1(2), 1-16.
Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Thomas, M. J., Wirtz, B. W., & Weyerer, J. C. (2019). Determinants of online review credibility and its impact on consumers’ purchase intention. Journal of Electronic Commerce Research, 20(1), 1-20.
Venkateswara Rao, M. K., & Elavarasan, R. (2022). Role of brand equity in the purchase intention-a study with reference to FMCG consumers in chennai city. Specialusis Ugdymas, 1(43), 1207-1216.
Wang, X., Guo, J., Wu, Y., dan Liu, N. (2020). Emotion as signal of product quality Its effect on Purchase decision based on online customer reviews. Internet Research, 30(2), 463-385.
Weerasinghe, K. P. W. D. R. (2019). Impact of content marketing towards the customer online engagement. International Journal of Business, Economics and Management, 2(3), 217-224.
Xiao, L., Guo, F., Yu, F., & Liu, S. (2019). The effects of online shopping context cues on consumers’ purchase intention for cross-border e-vommerce sustainability. Sustainability, 11(10), 2777.
Yan, X., Shah, A. M., Zhai, L., Khan, S., & Shah, S. A. A. (2018, January). Impact of Mobile Electronic Word of Mouth (EWOM) on Consumers Purchases Intentions in the Fast-Causal Restaurant Industry in Indonesia. In Proceedings of the 51st Hawaii International Conference on System Sciences.
Abdullah, A. F., Zainal, A., Tahir, H. M., Othman, M. F. S., Azizi, A. K., & Nothamdani, N. A. H. B. (2020). Hyper-Localization Within Shopee Marketplace. International Conference of Innovation in Media and Visual Design, pp. 248-253.
Abd Aziz, Z. D., Omar, M. K., & Ariffin, S. (2019). The Effects of Celebrity Endorsements towards Purchase Intention among Malaysian Millennials. Religación: Revista de Ciencias Sociales y Humanidades, 4(14), 116-124.
Abou Ali, A., Abbass, A., & Farid, N. (2020). Factors Influencing Customers’ Purchase Intention in Social Commerce. International Review of Management and Marketing, 10(5), 63.
Astuti, W. D., & Kaligis, R. A. W. (2021). Pengaruh Promosi Buku Penerbit Mediakita di Instagram terhadap Proses Keputusan Pembelian Generasi Z. Jurnal Ilmu Komunikasi, 18(1), 19-34.
Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention. Journal of Research in Interactive Marketing, 13(2), 142-161.
Dilhani, K., dan Weerasinghe, R. (2019). Impact of Content Marketing Towards the Customer Online Engagement. In International Journal of Research in Business, Economics and Management.
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., & Gandasari, D. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11).
Gilal, F. G., Paul, J., Gilal, N. G., & Gilal, R. G. (2020). Celebrity endorsement and brand passion among air travelers: Theory and evidence. International Journal of Hospitality Management, 85, 102347.
Ghozali, Imam. 2018. Aplikasi Analisis Multivariate Dengan Program SPSS-Imam Ghozali-2018. Badan Penerbit Universitas Diponegoro.
Halik, A., & Nugroho, M. (2022). The role of consumer pleasure moderating the effect of content marketing and price discount on online shopping decision and loyalty of generation Z. Media Ekonomi dan Manajemen, 37(1), 35-54.
Hernandez-de-Menendez, M., Escobar Díaz, C. A., & Morales-Menendez, R. (2020). Educational experiences with Generation Z. International Journal on Interactive Design and Manufacturing (IJIDeM), 14, 847-859.
Hidayat, A. T. R., & Astuti, B. (2019). The influence of internet advertising and e-wom on perception and purchase intention of b2c e-commerce costumers in indonesia. Proceeding UII-ICABE, 207-218.
Kusumawati, T. S., & Satmoko, A. (2023). Pengaruh Electronic Word of Mouth (Ewom), Perceived Enjoyment, Dan Subjective Norm Terhadap Purchase Intention Jasa Subscription Video On Demand (Svod) Netflix Dengan Variabel Perceived Usefulness Sebagai Variabel Mediasi (Survei Pada Generasi Z Di Daerah Istimewa Yogyakarta. Indonesian Marketing Journal, 3(1), 1-16.
Ho, T. Q., Nie, Z., Alpizar, F., Carlsson, F., & Nam, P. K. (2022). Celebrity endorsement in promoting pro-environmental behavior. Journal of Economic Behavior & Organization, 198, 68-86.
Kang, M. Y., Choi, Y., & Choi, J. (2019). The effect of celebrity endorsement on sustainable firm value: Evidence from the Korean telecommunications industry. International Journal of Advertising, 38(4), 563-576.
Lazuardi, M. I., & Kaihatu, T. S. (2021). Pengaruh Variasi Produk, Product Knowledge Dan Content Marketing Terhadap Minat Beli Butuhbaju. Journal of Chemical Information and Modeling, 15(2), 9–25.
Liang, H. L., & Lin, P. I. (2018). Influence of multiple endorser-product patterns on purchase intention: An interpretation of elaboration likelihood model. International Journal of Sports Marketing and Sponsorship, 19(4), 415–432.
Lou, C., & Xie, Q. (2021). Something Social, Something Entertaining? How Digital Content Marketing Augments Consumer Experience and Brand Loyalty. International Journal of Advertising, 40(3), 376-402.
Loureiro, S. M. C., & Sarmento, E. M. (2019). Exploring the determinants of instagram as a social network for online consumer-brand relationship. Journal of Promotion Management, 25(3), 354-366.
Mahardini, S., Singal, V. G., & Hidayat, M. (2022). Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Pada Pengguna Aplikasi Tik-Tok Di Wilayah Dki Jakarta. Ikraith-Ekonomika, 6(1), 180–187.
Masato, E. (2021). The Effect of a Celebrity Endorser on Purchase Interest through Brand Image. KnE Social Sciences, 188-199.
Milfeld, T., & Flint, D. J. (2021). When brands take a stand: the nature of consumers’ polarized reactions to social narrative videos. Journal of Product & Brand Management, 30(4), 532-548.
Mehyar, H., Saeed, M., Al-Ja’afreh H. B. A., & Al-Adaileh, R. (2020). He Impact Of Electronic Word Of Mouth On Consumers Purchasing Intention. Journal of Theoretical and Applied Information Technology, 98(02).
Min, J. H. J., Chang, H. J. J., Jai, T. M. C. (2019). The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. Fash Text 6, 10 (2019).
Naseri, R. N. N. (2021). An Overview of Online Purchase Intention Of Halal Cosmetic Product: A Perspective From Malaysia. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(10), 7674-7681.
Napawut, W., Siripipatthanakul, S., Phayaphrom, B., Siripipattanakul, S., & Limna, P. (2022). The Mediating Effect of E-WOM on the Relationship Between Digital Marketing Activities and Intention to Buy Via Shopee. International Journal of Behavioral Analytics, 2(2), 1-13.
Nefrida, N., Riati, R., & Mustofa, R. (2022). Pengaruh Content Marketing Terhadap Minat Berbelanja Online Pada Media Instagram (Studi kasus : Mahasiswa STIE Persada Bunda di Pekanbaru). Jurnal Bisnis Kompetitif, 1(2), 166–183.
Nurhasanah, Mahliza, F., Nugroho, L., & Putra, Y. M. (2021). The Effect of E-WOM, Brand Trust, and Brand Ambassador on Purchase Decisions at Tokopedia Online Shopping Site. IOP Conference Series: Materials Science and Engineering, 1071, No. 1.
Nursyirwan, V. I., & Ardaninggar, S. S. (2020). The factor analysis that influence the student purchase intention in shopee E-commerce. Economics and accounting journal, 3(2), 118-129.
Nyoko, A. E., & Semuel, A. D. D. (2021). Pengaruh Electronic Word of Mouth (E-WOM) di media sosial Facebook terhadap keputusan pembelian. JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's), 14(1), 63-76.
Olmedo, A., Milner‐Gulland, E. J., Challender, D. W., Cugnière, L., Dao, H. T. T., Nguyen, L. B., & Veríssimo, D. (2020). A scoping review of celebrity endorsement in environmental campaigns and evidence for its effectiveness. Conservation Science and Practice, 2(10), e261.
Pickett, A. C., & Brison, N. T. (2019). Lose like a man: body image and celebrity endorsement effects of weight loss product purchase intentions. International Journal of Advertising, 38(8), 1098-1115.
Putri, F., & Hendratmi, A. (2022). Pengaruh Celebrity Endorser dan Content Marketing terhadap Purchase Intention Fashion Muslim. Jurnal Ekonomi Syariah Teori Dan Terapan, 9(5).
Pektas, S. Y., & Hassan, A. (2020). The Effect of Digital Content Marketing on Tourists’ Purchase Intention. Journal of Tourismology, 6(1), 79-98.
Ramadhan, A., Naswandi, C. N., & Herman, C. M. (2020). Fenomena Endorsement Di Instagram Story Pada Kalangan Selebgram. Kareba Jurnal Ilmu Komunikasi, 9(2).
Rahmawati, R. (2022). The Impact of Social MediaMarketing, E-WOM, And Brand Loyalty on The Millennial Purchase Intention. Iconic Research and Engineering Journals, 5(7), 184-193.
Riyadini, N. G., & Krisnawati, W. (2022). Content Marketing, Brand Awareness, and Online Customer Review on Housewives’ Purchase Intention on Shopee. Interdisciplinary Social Studies, 1(6), 733-741.
Silva, M. J. D. B., Farias, S. A. D., Grigg, M. K., & Barbosa, M. D. L. D. A. (2020). Online engagement and the role of digital influencers in product endorsement on Instagram. Journal of Relationship Marketing, 19(2), 133-163.
Solikhah, E. W. (2022). The Effect E-Wom Website Attractiveness E-Trust and Innovation on Purchase Decision Online Sales. 유통과학연구 (JDS), 20(11), 61-69.
Solikhah, E. W., Asih, H. M., Astuti, F. H., Ghazali, I., & Mohammad, E. B. (2024). Industry 4.0 Readiness Trends: A Bibliometric and Visualization Analysis. International Journal of Robotics and Control Systems, 4(1), 105-124.
Solikhah, E. W., Fatmawati, I., Widowati, R., & Suyanto, M. (2023). Factors Influencing Purchase Decisions on Online Sales in Indonesia. In Artificial Intelligence and Transforming Digital Marketing (pp. 329-339). Cham: Springer Nature Switzerland.
Sosanuy, W., Siripipatthanakul, S., Nurittamont, W., dan Phayaphrom, B. (2021). Effect of Electronic Word of Mouth (e-WOM) and Perceived Value on Purchase Intention During the Covid-19 Pandemic: The Case of Ready-to-Eat Food. International Journal of Behavioral Analytics, 1(2), 1-16.
Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Thomas, M. J., Wirtz, B. W., & Weyerer, J. C. (2019). Determinants of online review credibility and its impact on consumers’ purchase intention. Journal of Electronic Commerce Research, 20(1), 1-20.
Venkateswara Rao, M. K., & Elavarasan, R. (2022). Role of brand equity in the purchase intention-a study with reference to FMCG consumers in chennai city. Specialusis Ugdymas, 1(43), 1207-1216.
Wang, X., Guo, J., Wu, Y., dan Liu, N. (2020). Emotion as signal of product quality Its effect on Purchase decision based on online customer reviews. Internet Research, 30(2), 463-385.
Weerasinghe, K. P. W. D. R. (2019). Impact of content marketing towards the customer online engagement. International Journal of Business, Economics and Management, 2(3), 217-224.
Xiao, L., Guo, F., Yu, F., & Liu, S. (2019). The effects of online shopping context cues on consumers’ purchase intention for cross-border e-vommerce sustainability. Sustainability, 11(10), 2777.
Yan, X., Shah, A. M., Zhai, L., Khan, S., & Shah, S. A. A. (2018, January). Impact of Mobile Electronic Word of Mouth (EWOM) on Consumers Purchases Intentions in the Fast-Causal Restaurant Industry in Indonesia. In Proceedings of the 51st Hawaii International Conference on System Sciences.
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Universitas Ahmad Dahlan
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