The Effects of Celebrity Endorser and Electronic Word of Mouth on Purchase Intention With Brand Image as Intervening Variable on Wardah Lipstick Products

Abstract

Nowadays, cosmetics have come to be a completely critical need, specifically for women. Of the numerous beauty products, lipstick is one of the famous products. Along with the increasing demand for cosmetics, competition within the beauty enterprise is turning into increasingly competitive. Wardah is one of the main cosmetic manufacturers in Indonesia. To win the competition, Wardah has implemented a marketing strategy in promoting its products through celebrity endorsers and electronic word of mouth communication to form a brand image in order to stimulate consumer purchase intentions. The purpose of this study become to analyze the impact of celebrity endorser and electronic word of mouth on purchase intention, the use of brand image as an intervening variable on Wardah lipstick products. The sampling method used is purposive sampling with a non-probability sampling method with the standards used on this observe withinside the form of female consumers who have bought Wardah lipstick products and are lived in Bandung. Data is accrued via questionnaires and distributed via social media, includes Line, Whatsapp, and Instagram. All the data analyzed using the Partial Least Square with the assist of Smart PLS software. As a results, it was found that celebrity endorsers through brand image influenced Wardah's lipstick purchase intention, it also found that, purchase intention is encouraged the electronic word of mouth via brand image as an intervening variable.