The Role of Brand Image Mediates the Influence of Credibility of Celebrity Endorser and EWOM on Customer Loyalty in Shopping at the Shopee Marketplace

Abstract – This study aims to examine the effect of celebrity endorsers, brand image, and EWOM on Shopee user loyalty and the role of brand image mediation. This study's population was all Shopee users in Denpasar City who had already shopped at the Shopee marketplace. The number of research samples used was 150 respondents based on purposive sampling and carried out by distributing questionnaires in the google form. This research uses descriptive and inferential analysis techniques using SMARTPLS 3.0. The results showed that the credibility of celebrity endorsers had a positive and insignificant effect on brand image. EWOM has a positive and significant effect on brand image. The credibility of celebrity endorsers has a positive and significant effect on customer loyalty. EWOM has a positive and significant effect on customer loyalty. Brand image is not able to mediate the effect of celebrity endorser credibility on customer loyalty. Brand image mediates the influence of EWOM on customer loyalty positively and significantly. Keywords — celebrity endorser, EWOM, brand image, customer loyalty