<![CDATA[The skincare industry’s competition on e-commerce platforms has intensified, requiring companies to understand the factors that influence consumers’ purchase intentions. Scarlett Whitening employs various marketing strategies through Shopee, including celebrity endorsements, electronic word-of-mouth (E-WOM), and sales promotions. This study aimed to analyze the effects of these three variables on brand image and purchase intention, as well as examine the role of brand image in mediating the effects of celebrity endorsements, E-WOM, and sales promotions on purchase intention. This study employed a quantitative approach by collecting data through questionnaires from 260 respondents who were domiciled in Greater Jakarta, used Shopee, were aware of or had seen information and promotions regarding Scarlett Whitening on Shopee, and had never purchased Scarlett Whitening products through Shopee. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of SmartPLS 4 software. The results showed that celebrity endorsements and sales promotions had positive and significant effects on brand image, whereas E-WOM did not have a significant effect on brand image. Furthermore, brand image, celebrity endorsements, E-WOM, and sales promotions had positive and significant effects on purchase intention. Brand image was able to mediate the effects of celebrity endorsements and sales promotions on purchase intention but did not mediate the effect of E-WOM on purchase intention.]]>
Copyrights © 2026
