Abstract:
Pandemic outbreaks of COVID-19 have made customers take drastic
steps to prevent further spread, one of which is by social distancing.
This policy made buying and selling online as a convenient option to
fulfill the needs for goods and/or services. It was a big chance for online
market to develop their work in order to increase customer purchase
intention in online market. In Indonesia, the use of e-commerce
increased within the past 10 (ten) years and Tokopedia as one of the top
online markets in Indonesia, it has become an obligation to provides a
good service as well as the product to attract more customers buying
online. This study has purpose to determine the effect of content
marketing, celebrity endorsement, towards customer trust, purchase
intention in Tokopedia during COVID-19. The research method used a
quantitative approach by distributed online questionnaires to
respondents of 100 Tokopedia users in West Java, determine the sample
size for unknown sampling. Distribution was online because this
approach to data collection oftered impressive speed, accuracy, and the
data analysis will be calculated using SmartPLS version 3.3 .3. The
results showed that content marketing, celebrity endorsement, affecting
customer trust and purchase intention in Tokopedia's user intention
during COVID-19.
