When Artists Become Sellers: The Role of Brand and Artist Image in Shaping Purchase Intention in E-Commerce

Abstract

In the evolving landscape of e-commerce, public figures such as artists are increasingly becoming sellers, directly marketing their branded products through platforms like Shopee Indonesia. This study explores how brand image and artist image influence consumer purchase intention in this context, with brand attitude and artist attitude acting as mediators. A survey was conducted with 250 Shopee followers, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both brand image and artist image significantly influence consumer attitudes, which in turn drive purchase intention. Mediation analysis confirms that brand and artist attitudes serve as key mechanisms linking image to intention. This study offers new insights into consumer behavior in digital marketplaces where the boundaries between celebrity and seller are increasingly blurred.