Seeing the potential of the Indonesian market, there have been many emerging
marketplace-typee-commerce companies, such as the emergence of Shopee ecommerce.
Every brand that promotes its goods in this e-commerce and uses
celebrity endorsers to attract the interest and attention of potential customers. Each
brand competes to endorse the celebrity they are interested in in order to increase
their brand image.
The results of this study indicate that: (1) the popularity variable has no
significant effect on brand image; (2) the credibility variable has a significant effect
on brand image; (3) the attractiveness variable has a significant effect on brand
image; (4) the variables of popularity, credibility, and attractiveness simultaneously
have a significant effect on brand image; (5) popularity, credibility, and
attractiveness have a positive effect on brand image by 43,5%. While the remaining
56,5% is influenced by variables outside the regression model being studied.
Keywods : Popularity, Credibility, Attractiveness, Brand Image.