Pengaruh Celebrity Endorser dan E-Wom Terhadap Minat Beli dengan Brand Image Sebagai Variabel Mediasi
Year: 2024
Type: article
Study design: Observational Study
Abstract: This study aims to determine the effect of celebrity endorsers and electronic word of mouth on purchase intention with brand image as a mediating variable. This study uses primary data by distributing questionnaires to respondents via google form to collect research data. This study uses a non-probability sampling method combined with a purposive sampling method. Data analysis in this study used the SmartPLS version 4.0 application. The findings in this study indicate that celebrity endorsers have a positive and significant effect on brand image, electronic word of mouth has a positive and significant effect on brand image, celebrity endorsers have a positive and significant effect on purchase intention, electronic word of mouth has a positive and significant effect on purchase intention, brand image has a positive and significant effect on purchase intention. brand image can have a direct and significant effect on the relationship between celebrity endorser variables on purchase intention, brand image can have a direct and significant effect on the relationship between electronic word of mouth variables on purchase intention.
Authors: Adam Taufiqurrahman, Irmayanti Hasan
Institution: Universitas Islam Negeri Maulana Malik Ibrahim
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4404001254