The The Impact Of E-WOM On Purchase Intention In Shopee's E-Commerce: The Mediating Role Of Perceived Quality

Technological developments make it easier for us to carry out buying and selling transactions forgoods and services, one of which is the presence of various online shopping platforms such asShopee. This growth and development is of course supported by many factors, one of which isthe effective implementation of e-WOM and the celebrities who participate in encouraging theprogress of this platform through their campaigns. This research aims to study the influence ofe-WOM, celebrity endorsers, brand image on buying interest in people living in the Jabodetabekarea and its surroundings. The results of the analysis show that the implementation of e-WOMhas an influence on buying interest which is greater than before. This research provides anunderstanding of e-WOM, celebrity endorsers and brand image in purchasing interest throughShopee e-commerce.