THE EFFECT OF CONTENT MARKETING AND CELEBRITY ENDORSEMENT TOWARDS CUSTOMER TRUST AND PURCHASE INTENTION IN TOKOPEDIA DURING COVID-19 PANDEMIC

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.