HOW CELEBRITY ENDORSERS AND ADVERTISING APPEAL INFLUENCE MILLENNIAL SHOPPING INTENTIONS ON SHOPEE: BRAND IMAGE AS A MEDIATOR

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...

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Bibliographic Details

Published in:	Journal of Management Small and Medium Enterprises (SME's)
Main Authors:	Patrisius Fongo, Antonio E. L. Nyoko, Ronald P. C. Fanggidae
Format:	Article
Language:	English
Published:	Universitas Nusa Cendana 2025-11-01
Subjects:	Celebrity Endorser Advertising Appeal Brand Image’ Purchase Intention Millennials Shopee E-Commerce Marketing
Online Access:	https://ejurnal.undana.ac.id/index.php/JEM/article/view/24769