The Effect of Celebrity Endorsement and Electronic Word Of Mouth (E-WOM) on Consumer Purchase Intention Through Brand Image on Azarine Sunscreen Products
Pengaruh Celebrity Endorsement dan Electronic Word Of Mouth (E-WOM) Terhadap Niat Beli Melalui Brand Image pada Produk Sunscreen Azarine
DOI:
https://doi.org/10.21070/ups.8369Keywords:
Celebrity Endorsement, Electronic Word of Mouth (E-WOM), Purchase Intention, Brand ImageAbstract
This study analyzes the influence of celebrity endorsement and electronic word of mouth (E-WOM) on consumer purchase intention through brand image for Azarine sunscreen products. Using a quantitative approach with purposive sampling of 100 respondents and SmartPLS 3.0 for data analysis, the study found that celebrity endorsement has no significant effect on purchase intention or brand image, either directly or indirectly. In contrast, E-WOM significantly influences brand image, which in turn positively affects purchase intention and mediates the relationship between E-WOM and purchase intention. These findings suggest that trust in E-WOM and brand image plays a more crucial role than celebrity endorsement. Therefore, companies should focus on strengthening brand image and encouraging positive E-WOM, such as selecting relevant influencers and leveraging credible, visually appealing content on video-based platforms like TikTok to effectively promote skincare products.
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