Pengaruh Celebrity Endorsement dan Electronic Word Of Mouth (E-WOM) Terhadap Niat Beli Melalui Brand Image Pada Produk Sunscreen Azarine

Abstract

This study aims to analyze the effect of Celebrity Endorsement and Electronic Word of Mouth (E-WOM) on consumer purchase intention through Brand Image on Azarine Sunscreen products. The method used is quantitative with purposive sampling technique of 100 respondents through questionnaires and data analysis using the SmartPLS 3.0 application. The results of this study indicate that Celebrity Endorsement is proven to have no significant effect on Buying Intention or Brand Image, either directly or through Brand Image as an intervening variable. Conversely, E-WOM has no direct effect on Purchase Intention, but has a significant effect on Brand Image. Brand Image itself plays an important role in increasing Purchase Intention, and is proven to be able to mediate the relationship between E-WOM and Purchase Intention. This shows that in the context of Azarine Sunscreen products, trust in E-WOM and Brand Image has a greater influence than Celebrity Endorsement. Therefore, companies are advised to maximize positive E-WOM and build a strong Brand Image to increase consumer purchase intention.