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

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.