Celebrity Endorsements And Its Brand Love On Purchase Intention At E-Marketplace

Advertised brands are frequently endorsed by a variety of well-known public figures. The purpose this study is to investigate the impact celebrities and brand ambassadors on purchase intentions in e-commerce marketplace. method employed an online survey sent Indonesian fans via direct message Instagram official account that posts collaboration ads between marketplace ambassador. To assess effect variables, structural Equation Model (SEM) with AMOS software was used. study's findings explain celebrity endorsement love purchasing interest, particularly shopping sites. Although as exogenous variable insignificant, all factors show significant confirmatory factor analysis. Purchase intention positively influenced passion affection. This marketing implications for related parties presented.