Work

The Influence of Brand Image, Electronic Word of Mouth, Celebrity Endorser, on Purchase Intention of Local Fashion Brands

Year: 2025

Type: article

Abstract: This study aims to investigate the influence of Brand Image, Electronic Word of Mouth (E-WOM), and celebrity endorsers on the purchase intention of a product among the Purwokerto community. Research was conducted using a quantitative approach with purposive sampling, involving 151 respondents. The data were analysed using the Structural Equation Modelling - Partial Least Squares (SEM-PLS) method for testing the connection between variables. Research results indicate that brand image and e-WOM are positively and significantly related to purchase intention; however, the influence of celebrity endorsers is not significant in terms of interest-based purchases. The implication of this research is to provide insight to consumers in understanding how brand image, eWOM, and celebrity endorser factors can influence their Purchase intention.

Source: International Journal of Business and Applied Economics

DOI: 10.55927/ijbae.v4i5.290

Authors: Bahrein Al Habiby, Irawan Randikaparsa, Wida Purwidianti, Arini Hidayah

Institution: Muhammadiyah University Purwokerto

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4415126271

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