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All Journal Islamadina : Jurnal Pemikiran Islam J-MAS (Jurnal Manajemen dan Sains) Jurnal Riset Teknologi dan Inovasi Pendidikan (Jartika) International Journal of Economics, Business and Accounting Research (IJEBAR) Kontribusia : Research Dissemination for Community Development Jurnal Ekonomi dan Bisnis Kontemporer Jurnal Cahaya Mandalika Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal Competency of Business Journal of Economy, Accounting and Management Science (JEAMS) Public Sphere Review International Journal of Islamic Business and Economics (IJIBEC) International Journal of Economics and Management Research
Putri Dwi Cahyani
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Journal : International Journal of Economics and Management Research

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Influence Electronic Word of Mouth and Celebrity Endorsment to Purchase Intention with Brand Image as an Intervening Variable : (Case Study of Scarlett Whitening Product Users) Siti Fatimah; Putri Dwi Cahyani; Agus Dwi Cahya
International Journal of Economics and Management Research Vol. 3 No. 3 (2024): December : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v3i3.335

Abstract

Research was conducted to find out the influence of Electronic Word of Mouth and Celebrity Endorsements on Purchase Intention with Brand Image as an Intervening Variable (Case Study of Scarlett Whitening Product Users), this research will be conducted on consumers and users of Scarlett Whitening products with 100 people who will be used as respondents. This research is included in the type of quantitative descriptive research, the sampling technique used in this research is the Purposive Sampling Technique. Research data was collected using a questionnaire with a Likert scale. The data analysis method uses multiple regression tests which are supported by the t test, coefficient of determination test, and F test. The results of this research are that Electric Word of Mouth or E-WOM has no positive and significant effect on Brand Image, Celebrity Endorsment has a positive and significant effect on Brand Image, Electric Word of Mouth or E-WOM do not have a positive and significant effect on Purchase Intention and Celebrity Endorsment has a positive and significant effect on Purchase Intention and Brand Image has a positive and significant effect on Purchase Intention.
Co-Authors Agus Dwi Cahya Bernadetta Diansepti Maharani Desti Nur Chotimah Dinda Dwi Jayanti Dwi Rahmawati Eko Yulianto Embun Salsabiila Encep Saepudin Farhan Falah Flavianus Yoga Tridandy Chandra Gasebala, Fiania Hasan Ismail Henny Welsa IBN Udayana Ida Bagus Nyoman Udayana M. Kendry Widiyanto Makhrus M Muinah Fadhilah Nahla Uyunul Niken Lifi Pratika Nonik Kusuma Ningrum Raden Roro Ruvita Oktaviani Rahayu, Dela Riannisa Restu Frida Utami SITI FATIMAH Sofia Silvianita Tyas Frega Fatma