The Influence of Social Media, Brand Image and Celebrity Endorser to Purchase Intention on Tokopedia

ABSTRACT: The E-commerce industry is increasingly promising in line with the rapid development oftechnology in Indonesia. Tokopedia.com is an e-commerce site in Indonesia. The problem analyzed is themarketing strategy of Tokopedia. This study was conducted with 100 persons as a respondent. There are severalfactors examined allegedly influential in formulating marketing strategy on Tokopedia. The purpose of thisstudy was to investigate and analyze how social media advertising, brand image, and celebrity endorser canaffect Tokopedia. The subject of this study is the netizen who ever shop online using Tokopedia. From theresults of the analysis, there is no significant effect of celebrity endorser on purchase intention. There issimultaneous effect of social media advertising, brand image and celebrity endorser on purchase intention.

Keywords: Social media advertising, Brand image, Celebrity endorser, Purchase intention.