<![CDATA[Purpose – This study examines the influence of brand ambassador (Lee Min Ho), brand image, and price on purchase decisions for Azarine Cosmetic products, with electronic word of mouth (e-WOM) as a moderating variable. It addresses the limited evidence on the combined effects of these variables in the context of local cosmetic brands using global celebrity endorsements. Methodology – A quantitative approach was employed using purposive sampling with 200 Azarine users familiar with Lee Min Ho’s endorsement. Data were collected through online questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. Reliability and validity were confirmed through Cronbach’s Alpha, Composite Reliability, AVE, and discriminant validity. Findings – Brand ambassador significantly influenced e-WOM but had no direct effect on purchase decisions. In contrast, brand image and price significantly affected both e-WOM and purchase decisions. e-WOM also had a significant positive effect on purchase decisions. Furthermore, e-WOM strengthened the relationship between brand ambassador and purchase decisions but did not significantly moderate the effects of brand image and price. Originality – This study proposes an integrated model demonstrating how celebrity endorsement, brand image, price, and e-WOM jointly influence consumer purchase decisions, extending marketing and consumer behavior literature in the context of Indonesian local cosmetic brands.]]>
