Abstract:
The development of technology and the flow of digitalization cannot be stopped
anymore, all sectors in life experience drastic changes as a consequence that is felt,
including carrying out activities to fulfill needs or shopping. Activities that were
previously carried out offline have now turned online, including shopping for
clothing needs, this change has also brought higher competitiveness among
business people in the same industry so that a marketing strategy is needed through
social media. This study aims to investigate these changes in purchase intention for
Erigo products on the Shopee e-commerce platform in Jabodetabek. This research
is quantitative by collecting 250 respondents which are then analyzed using
multiple linear regression methods in SPSS software. The independent variables
used are Product Quality (X1),Online Customer Reviews (X2), Shopping Lifestyle
(X3) and Celebrity Endorsement (X4). The results of this study state that all
independent variables have a significant effect on Purchase Intention (Y) for the
Erigo brand on the Shopee platform.
