The impact of influencer credibility, online brand image, and lifestyle to online purchase intention through attitude towards brand as mediator of Shopee Indonesia
Daftar Isi:
- Now the world is changing, it is facing a digitalization era. Everything changes from analog to digital, and people has to follow the fast changing era otherwise they can’t adapt to the nowadays condition. With this condition,indonesian society has now begun to switch to the digital world, this is marked by the many print media industries that have switched to online. E-Commerce known as Electronic Commerce or Internet Commerce. E-Commerce is all buying and selling activities conducted through electronic media. This is a new shopping lifestyle that customers do to purchase activities. Shopee is an example of marketing using the media Internet. The success of Shopee itself is motivated by an aggressive marketing strategy. This study aimed to know the impact of influencer, online brand image, and shopping lifestyle to online purchase intention through attitude toward brand as mediator of Shopee Indonesia. A total of 150 respondents who knows Influencer and attracted to Shopee Indonesia participated in this research. The research result shows that credibility of influencer not give significant impact to attitude towards brand and online purchase intention in Shopee Indonesia. Which indicated that influencer can’t affect consumers to buy product at Shopee Indonesia. Finally, researcher discussed the implication of the findings for the future development of Shopee Indonesia.