Pengaruh Online Customer Review dan Celebrity Endorsement Terhadap Niat Beli Merek Fashion Laskala Batik

Abstract

The shopping behavior of Indonesians has undergone significant changes in line with advances in digital technology. Consumer reviews and celebrity endorsements are used as digital marketing tools, including through online reviews and endorsements. Laskala Batik implements a strategy of online customer reviews and celebrity endorsements to increase consumer purchase intent. Online reviews are external variables that cannot be directly controlled, whereas endorsements are internal variables that can be controlled by marketers. This study employed a quantitative method, distributing a survey to 220 active users of social media platforms. The data was then analyzed using multiple linear regression. The results of this study indicate that online customer reviews influence purchase intent; trustworthiness has no effect; and expertise and similarity influence consumers’ purchase intent toward the Laskala Batik fashion brand.