Pengaruh Electronic Word of Mouth (EWOM) dan Celebrity Endorsement Terhadap Minat Beli Konsumen Pada E-Commerce Lazada (Studi Kasus Pada Mahasiswa Universitas Sumatera Utara)

Abstract

This research aims to analyze the influence of Electronic Word of Mouth (E-WOM) and Celebrity Endorsement on consumer purchase intention in the Lazada E-Commerce platform. The rapid development of digital technology and social media has significantly changed consumer behavior, especially in online shopping activities. Companies are required to implement effective marketing strategies, including maximizing E-WOM and utilizing Celebrity Endorsements, to increase consumer interest and purchasing decisions. This study uses a quantitative explanatory research method. Data were collected through questionnaires distributed to students of Universitas Sumatera Utara who had experience in using Lazada. The sampling technique applied was purposive sampling, with a total sample size determined based on Hair’s formula. The data were analyzed using multiple linear regression with the help of SPSS software to test the effect of the independent variables, namely E-WOM (X1) and Celebrity Endorsement (X2), on the dependent variable, Purchase Intention (Y). The results of this study indicate that E-WOM has a positive and significant effect on consumer purchase intention in Lazada E-Commerce. Similarly, Celebrity Endorsement also positively influences consumer purchase intention. Furthermore, E-WOM and Celebrity Endorsement simultaneously have a significant effect on consumer purchase intention. These findings emphasize the importance of positive consumer Reviews and the selection of appropriate Celebrity Endorsers in building consumer trust and encouraging purchasing behavior. The implication of this study is that Lazada needs to strengthen the quality of online customer Reviews and carefully select Celebrity Endorsers who are credible, relevant, and have a high engagement rate. Future research is expected to expand the population beyond students and include other variables such as brand image, price promotion, and consumer trust to obtain more comprehensive results.