Pengaruh celebrity endorser dan e-WoM terhadap minat beli dengan brand image sebagai variabel mediasi

Taufiqurrahman, Adam and Hasan, Irmayanti ORCID: https://orcid.org/0000-0001-7021-4483 (2024) Pengaruh celebrity endorser dan e-WoM terhadap minat beli dengan brand image sebagai variabel mediasi. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6 (11). pp. 6857-6868. ISSN 26562871

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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.

Item Type:	Journal Article
Keywords:	Celebrity Endorser; EWOM; Purchase Intention; Brand Image
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150504 Marketing Measurement 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Irmayanti Hasan
Date Deposited:	03 Dec 2024 14:32

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