<![CDATA[The purpose of this study is to determine the influence of celebrity endorsers and electronic word of mouth on the purchase decision of Hanasui serum products, with brand image as a mediator, specifically among Hanasui consumers in Surabaya. This study adopts a quantitative methodology, with the target population consisting of Hanasui consumers in Surabaya. Sampling was conducted using non-probability sampling techniques, specifically purposive sampling, with a total of 105 respondents. Data was collected using a questionnaire, and data analysis was performed using path analysis. The results of the study indicate that celebrity endorsers have a positive influence on brand image but do not significantly influence the brand image of Hanasui serum products in Surabaya. Electronic word of mouth has a positive and significant influence on the brand image of Hanasui serum products in Surabaya. Celebrity endorsers have a positive influence on brand image but do not significantly influence the purchase decision of Hanasui serum products in Surabaya. Electronic word of mouth has a positive and significant influence on the purchase decision of Hanasui serum products in Surabaya. Brand image cannot be used as a mediating variable to explain the influence of celebrity endorsers on the purchase decision of Hanasui serum products in Surabaya. Brand image cannot be used as a mediating variable to explain the influence of electronic word of mouth on the purchase decision of Hanasui serum products in Surabaya.]]>
