HOW CELEBRITY ENDORSERS AND ADVERTISING APPEAL INFLUENCE MILLENNIAL SHOPPING INTENTIONS ON SHOPEE: BRAND IMAGE AS A MEDIATOR
-
Patrisius Fongo(1)
Department Of Management, Universitas Nusa Cendana, Kupang
-
Antonio E. L. Nyoko(2*)
Department Of Management, Universitas Nusa Cendana, Kupang
-
Ronald P. C. Fanggidae(3)
Department Of Management, Universitas Nusa Cendana, Kupang
(*) Corresponding Author
Keywords:
Celebrity Endorser, Advertising Appeal, Brand Image’ Purchase Intention, Millennials, Shopee, E-Commerce Marketing
Abstract
This study investigates the influence of celebrity endorsers and advertising appeal on millennials’ purchase intention on Shopee, with brand image acting as a mediating variable. Employing a quantitative explanatory approach, data were collected through questionnaires distributed to 100 millennial Shopee users in Kupang. The study reveals that both celebrity endorsers and advertising appeal significantly enhance brand image. However, while advertising appeal directly and positively affects purchase intention, celebrity endorsers have a negative direct effect, though they exert a positive indirect effect through brand image. These findings underscore the importance of strategic alignment between celebrities and brand identity, and highlight the crucial role of emotionally resonant advertising in driving millennial purchase behavior. The research contributes to marketing literature by integrating celebrity credibility, advertisement appeal, and brand image in one model, offering practical insights for e-commerce branding strategies targeting the millennial segment.
Keywords: Celebrity Endorser; Advertising Appeal; Brand Image’ Purchase Intention; Millennials; Shopee; E-Commerce Marketing
Downloads
Download data is not yet available.
References
Afifah, I. F. 2022. Expertise, trustworthiness, similarity, familiarity, likeability, product-match up of celebrity endorsement to purchase intention. Journal of Communication and Public Relations 1(2): 21–30.
Amarullah, D., Handriana, T. & Maharudin, A. 2022. Ewom credibility, trust, perceived risk, and purchase intention in the context of e-commerce: Moderating role of online shopping experience. Jurnal Ekonomi Bisnis Dan Kewirausahaan 11(1): 61–83.
Andita, D. Y., Najib, M. F., Zulfikar, R. & Purnamasari, D. 2021. The effect of celebrity endorser on purchase intention of cosmetic product among millennial generation consumers. Journal of Marketing Innovation 1(1): 51–60.
Andryani, P. & Salim, L. 2024. Celebrity Endorsement Role, Brand Image, and Brand Credibility Influence Purchase Intention. Eduvest-Journal of Universal Studies 4(6): 4818–4833.
Angeline, J. S. & Rastini, N. M. 2025. The Role of Brand Image in Mediating the Effect of Promotional Appeal on Customer Loyalty. Digital Innovation : International Journal of Management 2(4): 21–31.
Retrieved from https://doi.org/10.61132/digitalinnovation.v2i4.476
Azwar, S. 2022. Reliabilitas dan validitas: Edisi 4.
Belch, G. E. & Belch, M. A. 2016. Advertising & promotion. The McGraw-Hill/Irwin Series i Marketing.
Bergkvist, L. & Zhou, K. Q. 2016. Celebrity endorsements: a literature review and research agenda. International journal of advertising 35(4): 642–663.
clove-research.com. 2024. Authenticity vs. Credibility: Winning the Hearts of Gen Z and Millennials Through Influencers.
communication.iresearchnet.com. (n.d.). Communication.
Creswell, J. W. & Creswell, J. D. 2018. Research design: Qualitative, quantitative, and mixed methods approaches, hlm. Fifth. Sage publications.
Darmawan, A. & Susila, I. 2024. Analysis Of The Influence Of Celebrity Endorsement On Purchase Intention With Brand Image As A Mediating Variable. Jurnal Ekonomi 13(02): 511–524.
De Leon, E. A., Ma, B. R. & Virtusio, D. R. 2022. Advertising appeals influencing the brand engagement of gen Y and Z in terms of social media pre-roll advertisements. Journal of Business and Management Studies 4(2): 163.
Dwivedi, A., Johnson, L. W. & McDonald, R. E. 2015. Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product & Brand Management 24(5): 449–461.
ekon.go.id. 2022. Coordinating Minister Airlangga: Digital Economy in Indonesia is The Highest Among Southeast Asia Countries.
Eng, B. & Jarvis, C. B. 2020. Consumers and their celebrity brands: how personal narratives set the stage for attachment. Journal of Product & Brand Management 29(6): 831–847.
Erdogan, B. Z. 1999. Celebrity endorsement: A literature review. Journal of marketing management 15(4): 291–314.
Escalas, J. E. & Bettman, J. R. 2017. Connecting with celebrities: How consumers appropriate celebrity meanings for a sense of belonging. Journal of Advertising 46(2): 297–308.
Field, A. 2024. Discovering statistics using IBM SPSS statistics. Sage publications limited.
Fishbein, M. & Ajzen, I. 1977. Belief, attitude, intention, and behavior: An introduction to theory and research.
Fleck, N., Korchia, M. & Le Roy, I. 2012. Celebrities in advertising: looking for congruence or likability? Psychology & marketing 29(9): 651–662.
Foong, L. S. & Yazdanifard, R. 2014. Celebrity endorsement as a marketing tool. Global Journal of Management and Business Research 14(4): 1–4.
Geng, R., Wang, S. & Chen, X. 2019. Internet celebrity endorsement: How internet celebrities bring referral traffic to E-commerce sites? PACIS, hlm. 193.
George, D. & Mallery, P. 2024. IBM SPSS statistics 29 step by step: A simple guide and reference. Routledge.
ginee.com. 2021. Strategi Membangun Brand Awareness di Shopee.
Green, S. B. 1991. How many subjects does it take to do a regression analysis. Multivariate behavioral research 26(3): 499–510.
gsmaintelligence.com. 2024. The Mobile Economy 2024.
Hair, Joe F, Page, M. & Brunsveld, N. 2019. Essentials of business research methods. Routledge.
Hair, Joseph F, Risher, J. J., Sarstedt, M. & Ringle, C. M. 2019. When to use and how to report the results of PLS-SEM. European business review 31(1): 2–24.
Hair Jr, Joe F, Sarstedt, M., Hopkins, L. & Kuppelwieser, V. G. 2014. Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European business review 26(2): 106–121.
Hair Jr, Joseph F, Black, W. C., Babin, B. J. & Anderson, R. E. 2010. Multivariate data analysis. Multivariate data analysis, hlm. 785.
Hair Jr, Joseph F, Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., Ray, S., Hair, J. F., et al. 2021. Evaluation of reflective measurement models. Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook 75–90.
Hamelin, N., El Moujahid, O. & Thaichon, P. 2017. Emotion and advertising effectiveness: A novel facial expression analysis approach. Journal of Retailing and Consumer Services 36: 103–111.
Hayes, A. F. 2017. Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford publications.
Jovanović, P., Vlastelica, T. & Cicvarić-Kostić, S. 2016. Impact of advertising appeals on purchase intention. Management-časopis za teoriju i praksu menadžmenta 21(81): 35–45.
Jun, M., Han, J., Zhou, Z. & Eisingerich, A. B. 2023. When is celebrity endorsement effective? Exploring the role of celebrity endorsers in enhancing key brand associations. Journal of Business Research 164: 113951.
Junejo, I., Sohu, J. M., Aijaz, A., Ghumro, T. H., Shaikh, S. H. & Seelro, A. D. 2022. The mediating role of brand attitude for purchase intention: empirical evidence from fast food industry in Pakistan. Etikonomi 21(1): 103–112.
Kaban, L. & Angelina, M. 2022. Purchase decision in e-commerce: Utilising celebrity endorsement, advertising appeal, and e-word of mouth. Jurnal Ekonomi 11(03): 500–512.
Keller, K. L. 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing 57(1): 1–22.
Keller, K. L. 2016. Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS review 6(1): 1–16.
Kim, C., Jeon, H. G. & Lee, K. C. 2020. Discovering the role of emotional and rational appeals and hidden heterogeneity of consumers in advertising copies for sustainable marketing. Sustainability 12(12): 5189.
Kotler, P. & Keller, K. L. 2014. Marketing Management. Astromax Entertainment.
Kumar, S., Stacia, J. C., Suriana, Y., Sari, D. & Hasan, M. 2020. Website quality and purchase intention: The role of participation, e-WOM, and trust. AFEBI Management and Business Review 5(2): 1–14.
Lavidge, R. J. & Steiner, G. A. 1961. A model for predictive measurements of advertising effectiveness. Journal of marketing 25(6): 59–62.
Li, Y.-M., Lin, L. & Chiu, S.-W. 2014. Enhancing targeted advertising with social context endorsement. International Journal of Electronic Commerce 19(1): 99–128.
Lin, B. & Shen, B. 2023. Study of consumers’ purchase intentions on community E-commerce platform with the SOR model: a case study of China’s “Xiaohongshu” app. Behavioral Sciences 13(2): 103.
Lin, L.-Y. 2011. The impact of advertising appeals and advertising spokespersons on advertising attitudes and purchase intentions. African Journal of Business Management 5(21): 8446.
Low, G. S. & Lamb Jr, C. W. 2000. The measurement and dimensionality of brand associations. Journal of product & brand management 9(6): 350–370.
Majeed, S., Lu, C. & Usman, M. 2017. Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior. Frontiers of Business Research in China 11(1): 16.
Malhotra, N. K. 2004. Marketing Research An Applied Orientation 4th Ed.
marketing-interactive.com. 2019. Shopee scores Cristiano Ronaldo as regional brand ambassador.
Mayasari, I., Hoo, W. C. & Bahtar, A. Z. 2025. The Role of Brand Authenticity and Brand Oldness Association for Brand Love and the Impact on Relation Quality and Brand Consciousness. Indian Journal of Marketing 55(4): 34–51.
McCracken, G. 1989. Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research 16(3): 310–321.
Min, J. H. J., Chang, H. J. J., Jai, T.-M. C. & Ziegler, M. 2019. The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. Fashion and Textiles 6(1): 10.
Modhavadiya, K., Ahuja, H. D. & Somani, H. 2025. The Role of Emotional Advertising in Shaping Consumer Buying Intentions. International Journal for Multidisciplinary Research 5(7): 1–16.
Munsch, A. 2021. Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of global scholars of marketing science 31(1): 10–29.
Mutiah, C. & Marliani, L. E. 2024. Pengaruh Brand Image, Product Quality, dan Brand Trust Terhadap Repurchase Intention Melalui Customer Satisfaction Produk Mustika Ratu di Kota Bandung. OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi 9(1): 545–558.
Novita, D. & Lina, L. F. 2024. A Comparatives Study of How Social Media Influences The Buying Motivation of Gen Y and Gen Z. Jurnal Bisnis Strategi 33(2): 124–132.
Nunnally, J. C. & Bernstein, I. H. 1994. Psychometric Theory McGraw-Hill. New York 136.
pewresearch.org. 2020. Millennials overtake Baby Boomers as America’s largest generation.
Saunders, M., Lewis, P., Thornhill, A., Lewis, S. • & Thornhill, •. 2019. Research methods for business students eighth edition. Retrieved from www.pearsoned.co.uk
Schimmelpfennig, C. & Hollensen, S. 2016. Significant decline in celebrity usage in advertising: A review. IUP Journal of Marketing Management 15(1): 7.
Schouten, A. P., Janssen, L. & Verspaget, M. 2021. Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. Leveraged marketing communications, hlm. 208–231. Routledge.
Setiarini, M. 2025. Click to Buy: The Impact of Brand Image and Visual Appeal on Online Consumer Behavior. Indonesian Journal of Strategic Management 8(2): 31–37.
Spears, N. & Singh, S. N. 2004. Measuring attitude toward the brand and purchase intentions. Journal of current issues & research in advertising 26(2): 53–66.
Tanrikulu, C. 2022. Consumer Differences in Motivated Consumer Innovativeness and Global Identity. 1, 134-152.
temasek.com.sg. 2023. e-Conomy SEA 2023: Reaching new heights.
Vrtana, D. & Krizanova, A. 2023. The power of emotional advertising appeals: Examining their influence on consumer purchasing behavior and brand–customer relationship. Sustainability 15(18): 13337.
Weinberg, S. L., Harel, D. & Abramowitz, S. K. 2023. Statistics using R: an integrative approach. Cambridge University Press.
Widya, P. R. 2019. Rational Appeal Vs Emotional Appeal in Forming Consumer’s Interest Through Advertisement. Management and Sustainable Development Journal 1(1): 60–67.
Zakiya, H. F., Suhud, U. & Berutu, M. B. 2025. Peran perceived risk, e-WOM, dan brand image dalam membangun e-trust dan purchase intention pada aplikasi buku digital. Indonesian Journal of Economy, Business, Entrepreneuship and Finance 5(2): 390–405. doi:10.53067/ijebef.v5i2.258
Zhong, X. 2023. A study of the influence of brand image on the purchase intention of new energy vehicles: the mediating effect of brand trust and the moderating effect of perceived value. Rangsit University. Library.
Amarullah, D., Handriana, T. & Maharudin, A. 2022. Ewom credibility, trust, perceived risk, and purchase intention in the context of e-commerce: Moderating role of online shopping experience. Jurnal Ekonomi Bisnis Dan Kewirausahaan 11(1): 61–83.
Andita, D. Y., Najib, M. F., Zulfikar, R. & Purnamasari, D. 2021. The effect of celebrity endorser on purchase intention of cosmetic product among millennial generation consumers. Journal of Marketing Innovation 1(1): 51–60.
Andryani, P. & Salim, L. 2024. Celebrity Endorsement Role, Brand Image, and Brand Credibility Influence Purchase Intention. Eduvest-Journal of Universal Studies 4(6): 4818–4833.
Angeline, J. S. & Rastini, N. M. 2025. The Role of Brand Image in Mediating the Effect of Promotional Appeal on Customer Loyalty. Digital Innovation : International Journal of Management 2(4): 21–31.
Retrieved from https://doi.org/10.61132/digitalinnovation.v2i4.476
Azwar, S. 2022. Reliabilitas dan validitas: Edisi 4.
Belch, G. E. & Belch, M. A. 2016. Advertising & promotion. The McGraw-Hill/Irwin Series i Marketing.
Bergkvist, L. & Zhou, K. Q. 2016. Celebrity endorsements: a literature review and research agenda. International journal of advertising 35(4): 642–663.
clove-research.com. 2024. Authenticity vs. Credibility: Winning the Hearts of Gen Z and Millennials Through Influencers.
communication.iresearchnet.com. (n.d.). Communication.
Creswell, J. W. & Creswell, J. D. 2018. Research design: Qualitative, quantitative, and mixed methods approaches, hlm. Fifth. Sage publications.
Darmawan, A. & Susila, I. 2024. Analysis Of The Influence Of Celebrity Endorsement On Purchase Intention With Brand Image As A Mediating Variable. Jurnal Ekonomi 13(02): 511–524.
De Leon, E. A., Ma, B. R. & Virtusio, D. R. 2022. Advertising appeals influencing the brand engagement of gen Y and Z in terms of social media pre-roll advertisements. Journal of Business and Management Studies 4(2): 163.
Dwivedi, A., Johnson, L. W. & McDonald, R. E. 2015. Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product & Brand Management 24(5): 449–461.
ekon.go.id. 2022. Coordinating Minister Airlangga: Digital Economy in Indonesia is The Highest Among Southeast Asia Countries.
Eng, B. & Jarvis, C. B. 2020. Consumers and their celebrity brands: how personal narratives set the stage for attachment. Journal of Product & Brand Management 29(6): 831–847.
Erdogan, B. Z. 1999. Celebrity endorsement: A literature review. Journal of marketing management 15(4): 291–314.
Escalas, J. E. & Bettman, J. R. 2017. Connecting with celebrities: How consumers appropriate celebrity meanings for a sense of belonging. Journal of Advertising 46(2): 297–308.
Field, A. 2024. Discovering statistics using IBM SPSS statistics. Sage publications limited.
Fishbein, M. & Ajzen, I. 1977. Belief, attitude, intention, and behavior: An introduction to theory and research.
Fleck, N., Korchia, M. & Le Roy, I. 2012. Celebrities in advertising: looking for congruence or likability? Psychology & marketing 29(9): 651–662.
Foong, L. S. & Yazdanifard, R. 2014. Celebrity endorsement as a marketing tool. Global Journal of Management and Business Research 14(4): 1–4.
Geng, R., Wang, S. & Chen, X. 2019. Internet celebrity endorsement: How internet celebrities bring referral traffic to E-commerce sites? PACIS, hlm. 193.
George, D. & Mallery, P. 2024. IBM SPSS statistics 29 step by step: A simple guide and reference. Routledge.
ginee.com. 2021. Strategi Membangun Brand Awareness di Shopee.
Green, S. B. 1991. How many subjects does it take to do a regression analysis. Multivariate behavioral research 26(3): 499–510.
gsmaintelligence.com. 2024. The Mobile Economy 2024.
Hair, Joe F, Page, M. & Brunsveld, N. 2019. Essentials of business research methods. Routledge.
Hair, Joseph F, Risher, J. J., Sarstedt, M. & Ringle, C. M. 2019. When to use and how to report the results of PLS-SEM. European business review 31(1): 2–24.
Hair Jr, Joe F, Sarstedt, M., Hopkins, L. & Kuppelwieser, V. G. 2014. Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European business review 26(2): 106–121.
Hair Jr, Joseph F, Black, W. C., Babin, B. J. & Anderson, R. E. 2010. Multivariate data analysis. Multivariate data analysis, hlm. 785.
Hair Jr, Joseph F, Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., Ray, S., Hair, J. F., et al. 2021. Evaluation of reflective measurement models. Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook 75–90.
Hamelin, N., El Moujahid, O. & Thaichon, P. 2017. Emotion and advertising effectiveness: A novel facial expression analysis approach. Journal of Retailing and Consumer Services 36: 103–111.
Hayes, A. F. 2017. Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford publications.
Jovanović, P., Vlastelica, T. & Cicvarić-Kostić, S. 2016. Impact of advertising appeals on purchase intention. Management-časopis za teoriju i praksu menadžmenta 21(81): 35–45.
Jun, M., Han, J., Zhou, Z. & Eisingerich, A. B. 2023. When is celebrity endorsement effective? Exploring the role of celebrity endorsers in enhancing key brand associations. Journal of Business Research 164: 113951.
Junejo, I., Sohu, J. M., Aijaz, A., Ghumro, T. H., Shaikh, S. H. & Seelro, A. D. 2022. The mediating role of brand attitude for purchase intention: empirical evidence from fast food industry in Pakistan. Etikonomi 21(1): 103–112.
Kaban, L. & Angelina, M. 2022. Purchase decision in e-commerce: Utilising celebrity endorsement, advertising appeal, and e-word of mouth. Jurnal Ekonomi 11(03): 500–512.
Keller, K. L. 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing 57(1): 1–22.
Keller, K. L. 2016. Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS review 6(1): 1–16.
Kim, C., Jeon, H. G. & Lee, K. C. 2020. Discovering the role of emotional and rational appeals and hidden heterogeneity of consumers in advertising copies for sustainable marketing. Sustainability 12(12): 5189.
Kotler, P. & Keller, K. L. 2014. Marketing Management. Astromax Entertainment.
Kumar, S., Stacia, J. C., Suriana, Y., Sari, D. & Hasan, M. 2020. Website quality and purchase intention: The role of participation, e-WOM, and trust. AFEBI Management and Business Review 5(2): 1–14.
Lavidge, R. J. & Steiner, G. A. 1961. A model for predictive measurements of advertising effectiveness. Journal of marketing 25(6): 59–62.
Li, Y.-M., Lin, L. & Chiu, S.-W. 2014. Enhancing targeted advertising with social context endorsement. International Journal of Electronic Commerce 19(1): 99–128.
Lin, B. & Shen, B. 2023. Study of consumers’ purchase intentions on community E-commerce platform with the SOR model: a case study of China’s “Xiaohongshu” app. Behavioral Sciences 13(2): 103.
Lin, L.-Y. 2011. The impact of advertising appeals and advertising spokespersons on advertising attitudes and purchase intentions. African Journal of Business Management 5(21): 8446.
Low, G. S. & Lamb Jr, C. W. 2000. The measurement and dimensionality of brand associations. Journal of product & brand management 9(6): 350–370.
Majeed, S., Lu, C. & Usman, M. 2017. Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior. Frontiers of Business Research in China 11(1): 16.
Malhotra, N. K. 2004. Marketing Research An Applied Orientation 4th Ed.
marketing-interactive.com. 2019. Shopee scores Cristiano Ronaldo as regional brand ambassador.
Mayasari, I., Hoo, W. C. & Bahtar, A. Z. 2025. The Role of Brand Authenticity and Brand Oldness Association for Brand Love and the Impact on Relation Quality and Brand Consciousness. Indian Journal of Marketing 55(4): 34–51.
McCracken, G. 1989. Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research 16(3): 310–321.
Min, J. H. J., Chang, H. J. J., Jai, T.-M. C. & Ziegler, M. 2019. The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. Fashion and Textiles 6(1): 10.
Modhavadiya, K., Ahuja, H. D. & Somani, H. 2025. The Role of Emotional Advertising in Shaping Consumer Buying Intentions. International Journal for Multidisciplinary Research 5(7): 1–16.
Munsch, A. 2021. Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of global scholars of marketing science 31(1): 10–29.
Mutiah, C. & Marliani, L. E. 2024. Pengaruh Brand Image, Product Quality, dan Brand Trust Terhadap Repurchase Intention Melalui Customer Satisfaction Produk Mustika Ratu di Kota Bandung. OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi 9(1): 545–558.
Novita, D. & Lina, L. F. 2024. A Comparatives Study of How Social Media Influences The Buying Motivation of Gen Y and Gen Z. Jurnal Bisnis Strategi 33(2): 124–132.
Nunnally, J. C. & Bernstein, I. H. 1994. Psychometric Theory McGraw-Hill. New York 136.
pewresearch.org. 2020. Millennials overtake Baby Boomers as America’s largest generation.
Saunders, M., Lewis, P., Thornhill, A., Lewis, S. • & Thornhill, •. 2019. Research methods for business students eighth edition. Retrieved from www.pearsoned.co.uk
Schimmelpfennig, C. & Hollensen, S. 2016. Significant decline in celebrity usage in advertising: A review. IUP Journal of Marketing Management 15(1): 7.
Schouten, A. P., Janssen, L. & Verspaget, M. 2021. Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. Leveraged marketing communications, hlm. 208–231. Routledge.
Setiarini, M. 2025. Click to Buy: The Impact of Brand Image and Visual Appeal on Online Consumer Behavior. Indonesian Journal of Strategic Management 8(2): 31–37.
Spears, N. & Singh, S. N. 2004. Measuring attitude toward the brand and purchase intentions. Journal of current issues & research in advertising 26(2): 53–66.
Tanrikulu, C. 2022. Consumer Differences in Motivated Consumer Innovativeness and Global Identity. 1, 134-152.
temasek.com.sg. 2023. e-Conomy SEA 2023: Reaching new heights.
Vrtana, D. & Krizanova, A. 2023. The power of emotional advertising appeals: Examining their influence on consumer purchasing behavior and brand–customer relationship. Sustainability 15(18): 13337.
Weinberg, S. L., Harel, D. & Abramowitz, S. K. 2023. Statistics using R: an integrative approach. Cambridge University Press.
Widya, P. R. 2019. Rational Appeal Vs Emotional Appeal in Forming Consumer’s Interest Through Advertisement. Management and Sustainable Development Journal 1(1): 60–67.
Zakiya, H. F., Suhud, U. & Berutu, M. B. 2025. Peran perceived risk, e-WOM, dan brand image dalam membangun e-trust dan purchase intention pada aplikasi buku digital. Indonesian Journal of Economy, Business, Entrepreneuship and Finance 5(2): 390–405. doi:10.53067/ijebef.v5i2.258
Zhong, X. 2023. A study of the influence of brand image on the purchase intention of new energy vehicles: the mediating effect of brand trust and the moderating effect of perceived value. Rangsit University. Library.
Published
2025-11-01
How to Cite
Fongo, P., Nyoko, A., & Fanggidae, R. (2025). HOW CELEBRITY ENDORSERS AND ADVERTISING APPEAL INFLUENCE MILLENNIAL SHOPPING INTENTIONS ON SHOPEE: BRAND IMAGE AS A MEDIATOR. Journal of Management : Small and Medium Enterprises (SMEs), 18(3), 1601-1615. https://doi.org/10.35508/jom.v18i3.24769
Section
Articles
