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.
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
