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 and Dian Mulyaningtyas

Department of Business Management, Politeknik Negeri Batam, Batam, Indonesia

Keywords: Influencer Endorsement, Customer Review, Brand Ambassador dan E-Service Quality, Store Switching.

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.

1 INTRODUCTION

The commercialization of the internet and the rapid

growth of potential customers gave rise to electronic

commerce (e-commerce). Electronic commerce is

carried out directly through electronic media. E-

commerce has a transaction process that includes the

promotion, purchase, and marketing of products. The

difference between e-commerce and conventional

trading lies in the trading system used. E-commerce

uses electronic media in the form of a website address,

while traditional trade brings together sellers and

buyers in one place.

The adoption rate of e-commerce in Indonesia

was the highest in the world in 2019. The e-commerce

industry in Indonesia opens up new business

opportunities to generate successive impacts for

industries in supporting sectors. The 10 largest e-

commerce sites in Indonesia, according to iPrice data,

are Shopee, Tokopedia, Bukalapak, Lazada, Blibli,

JD.ID, Orami, Bhineka, Sociolla and Zalora.

Tokopedia is an e-commerce site that was

founded on August 17, 2009, under the auspices of

PT. Tokopedia is originating in Indonesia. Shopee, an

e-commerce site based on February 5, 2015,

headquartered in Singapore under the aegis of the

SEA Group, has expanded its business network to

various countries in ASEAN, including Indonesia.

According to iPrice data, in the third quarter of 2019,

Tokopedia became e-commerce with the most

significant number of visitors with 66 million visitors

and Shopee with 56 million visitors.

However, in the third quarter of 2020, Shopee was

the most prominent visitor with 96.5 million visitors

and the second position by Tokopedia with 85 million

visitors. Based on this explanation, it can be

concluded that the number of visitors from Shopee

has increased rapidly. Shopee is Tokopedia's biggest

rival in the current e-commerce business in Indonesia.

Therefore, Tokopedia carried out several marketing

strategies to attract customers and create brand/store

switching from Shopee to Tokopedia. Tokopedia has

a marketing strategy to make brand/store switching,

274

Ayu Sabrina Pertiwi, M. and Mulyaningtyas, D.

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

DOI: 10.5220/0010865200003255

In Proceedings of the 3rd International Conference on Applied Economics and Social Science (ICAESS 2021), pages 274-280

ISBN: 978-989-758-605-7

namely choosing brand ambassadors, influencer

endorsements, having online customer reviews, and

improving e-service quality.

Currently, competitors in e-commerce are

increasing business competition which causes

specific e-commerce growth to be hampered,

resulting in brand switching/store switching.

However, researchers have not found any research

linking influencer endorsement, customer reviews,

brand ambassadors, and e-service quality with brand

switching. Knowing whether these variables can

create brand/store switching can be a good input for

online business actors to develop business strategies

and marketing strategies that will be implemented.

2 LITERATURE REVIEW AND

RESEARCH HYPOTHESIS

This research is oriented to identify whether

influencer endorsements, customer reviews, brand

ambassadors, and e-service quality can create store

switching in e-commerce, especially Shopee to

Tokopedia. A literature review is needed to identify

whether influencer endorsements, customer reviews,

brand ambassadors, and e-service quality can create

store switching in e-commerce, especially Shopee to

Tokopedia. Most importantly, the variables proposed

as influences in creating store switching are by the

revised theory.

2.1 Influencer Endorsement

An influencer can influence others by combining

attributes desired by the company, such as credibility,

expertise, or centrality, allowing them to enter and

influence many others.From the explanation of the

influencer endorsement, it can be concluded that the

influencer endorsement can influence a decision on a

purchase by the customer, and the possibility of a

decision on the purchase will create store switching.

2.2 Customer Review

Customer reviews or customer reviews are reviews

given by consumers on evaluating a product

regarding all aspects of the product (Suyanto, 2019).

According Cheung & D.R. Thadani (2009), customer

reviews can reduce the risk perceived by consumers.

Meanwhile, according to Q. Xu (2014), customer

reviews increase their satisfaction and efficiency in

making decisions. Consumers will search for

hundreds or thousands of product-related information

along with alternative products. Based on this

explanation, customer reviews can reduce risk and

add reasons to buy a product.

Tokopedia itself has a platform on the website that

is used to write reviews of a product. Consumers who

quickly access reviews on the web can make it easier

for consumers to make choices on products. The ease

of seeing other consumer reviews that cause

consumers to feel that they reduce online purchases

can create store switching.

2.3 Brand Ambassador

Companies choose brand ambassadors to

communicate the company's brand to the public or the

public to increase sales (Lea-Greenwood, 2012).

People who know the company and the product and

can communicate the value of a brand to the public

are called brand ambassadors. Companies must

consider the characteristics of the brand ambassador,

and these characteristics must be able to give effect to

the promotional message displayed by the brand

ambassador (Permana, 2016).

BTS and BLACKPINK, boybands, and girl

groups from South Korea became the brand

ambassadors of Tokopedia on January 25, 2021. That

means that Tokopedia entrusts BTS and

BLACKPINK to communicate with Tokopedia to

increase sales. With a worldwide fanbase and a

passionate fanbase, they make BTS and

BLACKPINK as brand ambassadors are expected to

create brand/store switching.

2.4 E-Service Quality

The level of efficiency and effectiveness of a website

facilitating shopping, purchasing, and the process of

delivering products and services is the meaning of e-

service quality, according to Parasuraman (2014). E-

service quality or online service quality is divided

into two types. The first is e-Core Service Quality (E-

SQual) and e-Recovery Service Quality (E-

RecSQUAL). The E-SQual is related to core online

services, while E-RecSQUAL will handle the

problems encountered after the online purchase

process. E-ServQual is used to evaluate a service on

the internet network. E-ServQual is an extension of a

site or web's ability to facilitate activities such as

shopping, purchasing, and distribution effectively

and efficiently.

As an online shopping site, Tokopedia must have

good e-Core Service Quality (E-SQual) and e-

Recovery Service Quality (E-RecSQUAL). Not only

as a core service but a service after the purchase. That

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

Store Switching

275

is intended so that consumers shop as comfortably as

possible and minimize errors that occur so that

consumers feel comfortable shopping. If e-service

quality is carried out properly, it will create store

switching.

2.5 Store Switching

According to peter & Olson (2010), store switching is

a change or change in purchasing patterns from one

brand to another. Meanwhile, according to spacey

(2017), store switching is when a customer or group

of customers switch loyalty from one brand or store

of a particular product to another product brand or

store. Brand switching is an illustration of the shift in

consumer consumption of one product to another.

With the growing interest in online shopping, the

more developed e-commerce competitors are so that

they can create store switching. That can open

opportunities or close opportunities for the company.

Shopee, which is a rival to Tokopedia, so that

Tokopedia carries out several marketing strategies to

attract customers and is expected to create stores

switching from Shopee to Tokopedia.

3 MATERIALS, METHODS, AND

RESULT

3.1 Sample and Procedure

The population to be studied in this study are users of

the Tokopedia and Shopee online shopping

applications. Non-probability sampling technique

with a purposive sampling type is the sampling

technique used in this study. Purposive sampling is

one way of taking samples limited by the respondents'

unique characteristics as desired by the researcher.

The sample in this study has the following features:

1. Respondent has a Tokopedia or Shopee user

account or both.

2. Respondents have made transactions on e-

commerce Tokopedia or Shopee or both.

Due to the unknown population size, the sample

size was determined using the unknown population

formula (Frendy, 2011). Based on this formula, the

number of samples obtained is 171 respondents.

3.2 Measures

Measurement scales previously validated in the

literature were used in this study. The indicator

measure is based on research from Herbert Kelman in

Belch and Belch (2012), Lackermair, G., Kailer, D.,

& Kanmaz, K. (2013).

3.3 Result

Obtained the result from this study, the calculation of

the outer model and inner model. The outer model

was used to test the construct validity and instrument

reliability. To test the validity of the data, used

convergent validity test and discriminant validity test.

While the inner model is used to test the reliability of

the data, the composite reliability test and Cronbach's

alpha test are used. This test consists of the path

coefficient test and the coefficient of determination

test. Hypothesis testing is done by using the

Resampling Bootstrap method.

3.3.1 Descriptive Statistics

Calculation of data described, this study is used to

provide an overview of the distribution of data carried

out in the field; The sample used in this study is to

have a Tokopedia or Shopee account or both and have

transacted on e-commerce Tokopedia or Shopee or

both. This statistical calculation shows that most of

the respondents came from Batam, with 136

respondents. There were 109 female respondents and

69 male respondents. Most of the respondents in this

study were aged 21-25 years, with 138 respondents.

3.3.2 Outer Model

The outer model tests the construct validity and

instrument reliability in this study; the outer model

was used. The validity test determines the research

instrument's ability and measures what should be

measured. Meanwhile, reliability test is used to

measure the consistency of respondents in answering

the questions in the questionnaire or this research

instrument so that's questions in the questionnaire can

be stated as reliable. SmartPLS Software Version 3 as

a tool for testing the validity of indicators and items

using PLS.

1) Validity Test

a. Convergent Validity Test

The value of outer loading or loading factor

(correlation between item scores/component scores

and construct scores) is used to see the results of the

convergent validity test: indicators that measure

constructs and average variance extract (AVE).

After that is calculated, the next step is to calculate

the average variance extracted (AVE). AVE is used

ICAESS 2021 - The International Conference on Applied Economics and Social Science

276

to identify whether the variables used are valid and

effective for continuing research.

Table 1: Average Variance Extracted (AVE) Result.

Average Variance

Extracted (AVE)

BA 0.66

CR 0.884

ESQ 0.814

IF 0.651

SS 0.724

Table 1 shows the results of the average variance

extracted (AVE) > 0.7. Based on these results, the

variables in this study have met the requirements of

convergent validity and have met the requirements

based on the rule of thumb used and those tested

previously.

b. Discriminant Validity Test

The discriminant validity test uses the forhell

locker criterion and cross-loading. The process of

calculating the forhell-locker criterion is carried out

by comparing the AVE roots of each construct to the

correlation between one other construct in the

research hypothesis model. The discriminant validity

is declared valid if the Forhell Locker criterion has a

correlation value between variables greater than with

different variables.

Table 2: Discriminant Validity Value Forhell Locker

Criterion.

BA CR ESQ IF SS

0.812

0.478

0.94

ESQ

0.369 0.502

0.902

0.652 0.537 0.301

0.807

0.466 0.218 0.279 0.49

0.851

Based on the results of Table 2 above, it can

conclude that the Forhell Locker Criterion calculation

results have a correlation value between the variables

that is greater than with other variables so that based

on the results of the Forhell Locker Criterion

calculation, it is declared valid. We can conclude that

the results of the cross loading value on the indicator

variable are the largest compared to other variables.

Based on the results of the cross loading value, it is

declared valid.

2) Reliability Test

a. Composite Reliability Test

The Composite Reliability test is declared valid if

a variable can be claimed to meet composite

reliability having a combined reliability value above

0.6.

Table 3: Composite Reliability Result.

Composite

Reliabilit

BA 0.946

CR 0.958

ESQ 0.929

IF 0.903

SS 0.913

Table 3 shows the results of the composite

reliability measurement. The results of these

calculations show that all variables have Valued in

this study are above 0.7. Thus, the variables in this

study can be declared valid.

b. Cronbach's Alpha test Uji

Cronbach's alpha test is a reliability test carried

out to make sure the composite reliability. A variable

is reliable if it has a Cronbach's alpha value > 0.7. The

measurement results on cronbach's alpha show that

the variables in this study have a cronbach's alpha

value above 0.7. Thus, the variables in this study can

be declared valid and have pretty high reliability.

Table 4: Cronbach’s Alpha.

Cronbach's

Alpha

BA 0.936

CR 0.935

ESQ 0.886

IF 0.865

SS 0.874

Model, the customer review resulted in an at-

statistical value of 1.912 where the value was smaller

than 1.96, so this hypothesis was rejected. The results

of the hypothesis test state that customer reviews have

a negative effect with a path coefficient value of -

0.187 and insignificant with P-values greater than

0.05, namely 0.056, in creating store switching from

Shopee to Tokopedia.

The third hypothesis testing proves that brand

ambassadors positively and significantly affect

creating store switching from Shoppe to Tokopedia.

Based on the results of the evaluation of the inner

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

Store Switching

277

model, the brand ambassador produced a t-statistic

value of 2.576 where the value was more significant

than 1.96, so that this hypothesis was declared

accepted. The results of this hypothesis are testing

state that brand ambassadors have a positive effect

with a path coefficient value of 0.246 and significant

with P-values less than 0.05, which is 0.01. Brand

ambassadors can create store switching from Shoppe

to Tokopedia.

The fourth hypothesis testing proves that e-

service quality has a positive and significant effect in

creating store switching from Shopee to Tokopedia.

Based on the results of the evaluation of the inner

model of e-service quality, it produces an at-statistic

value of 2.202 where the value is more significant

than 1.96 so that this hypothesis is accepted. The

results of this hypothesis testing state that e-service

quality has a positive effect with a value of path

coefficient are of 0.168 and are significant with P-

values smaller than 0.05, which is 0.028.

3.4 Discussion

1. Influencer endorsement has a positive and

significant effect in creating store switching from

Shopee to Tokopedia.

The results of this study indicate that influencer

endorsements have a positive and significant

influence in creating store switching from Shopee to

Tokopedia. This illustrates that by maximizing

promotions using influencer endorsements, the

maximum influence of influencer endorsements will

be in creating store switching from Shopee to

Tokopedia. Based on the results of this study, it is in

line with the research results of Tri Hanifawati,

Vivayani Wahyu Dewanti, Ghita Dwi Saputri (2019)

which states that influencers have a positive and

significant effect on brand switching.

An influencer is considered an opinion leader and

can be a trendsetter for his followers. Thus,

consumers have the belief that when an opinion

leader purchases at a store, in this case Tokopedia, the

influencer can contribute to creating store switching

because it can build a brand to the public. The higher

the level of credibility, attractiveness, and the power

to influence, the higher the influencer endorsement in

creating store switching.

2. Customer reviews have no positive and

significant effect in creating store switching from

Shopee to Tokopedia

The results of this study indicate that customer

reviews have no positive and insignificant effect in

creating store switching from Shopee to Tokopedia.

This illustrates that even though Tokopedia has a

rating of 4.6 on the Playstore, customer reviews have

no positive and insignificant effect in creating store

switching.

In Yofina Mulyati's research, Grace Gesitera

(2020) stated that online customer reviews have a

positive and significant effect on consumer trust. In

this study, the customer review did not have a positive

and insignificant effect in creating store switching.

This is because, consumers are more likely to be

influenced by customer reviews of each product.

Meanwhile, in creating store switching reviews

submitted for stores (Tokopedia) so that in this study

there was no positive and insignificant effect.

Therefore, in Yofina Mulyati's research, Grace

Gesitera (2020) states that online customer reviews

have a positive and significant effect on consumer

trust while in creating store switching, customer

reviews do not have a positive and significant effect.

3. Brand ambassador has a positive and

significant impact in creating store switching from

Shopee to Tokopedia

The results of this study indicate that brand

ambassadors have a positive and significant influence

in creating store switching from Shopee to

Tokopedia. This illustrates that by maximizing

promotions by using brand ambassadors, the

influence of brand ambassadors will be maximized in

creating store switching from Shopee to Tokopedia.

Based on the results of this study, it is in line with the

results of Jasmine Alya Pramesthi's research (2020)

which states that the brand ambassador owned by

Tokopedia has a 67.8% influence in creating store

switching.

The brand ambassadors owned by Tokopedia

have a fanatical fanbase so that they have enormous

power of influence. The higher the level of feasibility,

credibility, attractiveness, and the power to influence,

the higher the brand ambassador in creating store

switching.

4. E-service quality has a positive and

significant effect in creating store switching from

Shopee to Tokopedia

The results of this study indicate that e-service quality

has a positive and significant influence in creating

store switching from Shopee to Tokopedia. This

illustrates that by maximizing e-service quality, both

E-SQual & E-RecSQUAL, the maximum effect of e-

ICAESS 2021 - The International Conference on Applied Economics and Social Science

278

service quality will be in creating store switching

from Shopee to Tokopedia.

Based on the results of this study, it is in line with

the research results of Fajar Kasyifil Aziz & Amy

Mardhatillah (2020) which states that service quality

is an important factor that users consider when

switching to another brand or store. In this case, the

higher the level of user privacy security, website and

application efficiency and system availability, the

higher the e-service quality can create store

switching.

4 CONCLUSION AND

SUGGESTION

4.1 Conclusion

The conclusions obtained based on the results of the

research "Analysis of the Effect of Influencer

Endorsements, Customer Reviews, Brand

Ambassadors and E-Service Quality on E-Commerce

in Creating Store Switching" is as follows:

1. The results of this study prove that the

exogenous variable of influencer endorsement has a

positive effect with a path coefficient value of 0.379

and significant with P-values <0.05, which is 0 by

creating store switching from Shopee to Tokopedia.

2. The results of this study prove that the

exogenous customer review variable has no positive

effect with a path coefficient value of -0.187 and is

not significant with P-values > 0.05, namely 0.056 in

creating store switching from Shopee to Tokopedia.

3. The results of this study prove that the

exogenous brand ambassador variable has a positive

effect with a path coefficient value of 0.246 and

significant with P-values <0.05, which is 0 in creating

store switching from Shopee to Tokopedia.

4. This study proves that the exogenous variable e-

service quality has a positive effect with a path

coefficient value of 0.168 and significant with P-

values < 0.05, which is 0 in creating store switching

from Shopee to Tokopedia.

4.2 Suggestion

4.2.1 Practical Advice

Exogenous variables studied in influencer

endorsements, brand ambassadors, and e-service

quality can create store switching so that these three

variables can benefit Tokopedia's business strategy.

Customer reviews on e-commerce applications are

essential in helping as an evaluation medium.

However, in creating store switching, customer

reviews in this study have not made store switching

from Shopee to Tokopedia so that Tokopedia can

focus on other variables to develop store switching.

4.2.2 Theoretical Suggestion

1. It is hoped that future research will add research

variables that do not exist in this study. The addition

of references and different research methods can

make the research more complete and better.

2. It is hoped that further research will research other

e-commerce to be used compared to current

research.

3. Variable consumer dissatisfaction and the need to

look for other variations can be expected to have a

more significant influence on store switching.

Therefore, it is hoped that this variable can be used

in further research.

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