<![CDATA[Purpose: This study explains how celebrity endorsement and electronic word of mouth (e-WOM) influence local perfume purchase decisions through perceived price value. Method: The analysis uses 119 complete survey responses. Standardized mediation paths are estimated with HC3 robust inference, while 5,000 bootstrap samples evaluate the indirect effects. Finding: Celebrity endorsement (β = 0.245, p = 0.007) and e-WOM (β = 0.607, p < 0.001) positively predict perceived price value. Perceived price value predicts purchase decision (β = 0.743, p < 0.001). The indirect effects are significant for endorsement (β = 0.182; 95% CI = 0.054–0.319) and e-WOM (β = 0.456; 95% CI = 0.282–0.678), whereas their direct effects become nonsignificant. Novelty: The study develops the promotional model by repositioning price evaluation as a psychological value mechanism rather than a parallel predictor. The findings show that communication affects purchasing mainly when it strengthens consumers’ value-for-money judgment in an uncertain sensory-product setting.]]>
Copyrights © 2026
