Analysis of the Effect of Influencer Endorsement, Customer Review, Brand Ambassador, and E-Service Quality on E-Commerce in Creating Store Switching

Maulina Ayu Sabrina Pertiwi, Dian Mulyaningtyas

2021

Abstract

This study examines Influencer Endorsements, Customer Reviews, Brand Ambassadors, and E-Service Quality on Tokopedia E-Commerce in Creating Store Switching from Shopee to Tokopedia. Respondents from this study were respondents who had Tokopedia or Shopee user accounts or both, and respondents who had made transactions on Tokopedia or Shopee e-commerce or both. The population in this study are Tokopedia and Shopee consumers or users of the Tokopedia and Shopee online shopping applications. The number of samples for this study was 171 respondents. The sampling technique in this study was using a non-probability sampling technique with purposive sampling type with an unknown population formula. In this study, collected data through questionnaires given directly to respondents. The analytical method is used for a descriptive analysis using Structural Equation Modelling (SEM), convergent validity test, discriminant validity, composite reliability test, Cronbach's alpha test, R-square, t-test, and path coefficient with a significance level of 5%. The results of this study are the three exogenous variables, namely influencer endorsement, brand ambassador, and e-service quality, that influence positive and significant effects on creating store switching. Meanwhile, the exogenous customer review variable has no positive and insignificant impact in creating store switching.

Paper Citation

in Harvard Style

Ayu Sabrina Pertiwi M. and Mulyaningtyas D. (2021). Analysis of the Effect of Influencer Endorsement, Customer Review, Brand Ambassador, and E-Service Quality on E-Commerce in Creating Store Switching. In Proceedings of the 3rd International Conference on Applied Economics and Social Science - Volume 1: ICAESS, ISBN 978-989-758-605-7, pages 274-280. DOI: 10.5220/0010865200003255

in Bibtex Style

@conference{icaess21,
author={Maulina Ayu Sabrina Pertiwi and Dian Mulyaningtyas},
title={Analysis of the Effect of Influencer Endorsement, Customer Review, Brand Ambassador, and E-Service Quality on E-Commerce in Creating Store Switching},
booktitle={Proceedings of the 3rd International Conference on Applied Economics and Social Science - Volume 1: ICAESS,},
year={2021},
pages={274-280},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010865200003255},
isbn={978-989-758-605-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 3rd International Conference on Applied Economics and Social Science - Volume 1: ICAESS,
TI - Analysis of the Effect of Influencer Endorsement, Customer Review, Brand Ambassador, and E-Service Quality on E-Commerce in Creating Store Switching
SN - 978-989-758-605-7
AU - Ayu Sabrina Pertiwi M.
AU - Mulyaningtyas D.
PY - 2021
SP - 274
EP - 280
DO - 10.5220/0010865200003255