The Influence of Brand Image, Electronic Word of Mouth, Celebrity Endorser, on Purchase Intention of Local Fashion Brands

Bahrein Al  Habiby; Irawan Randikaparsa; Wida Purwidianti; Arini Hidayah

doi:10.55927/ijbae.v4i5.290

Authors

Bahrein Al Habiby Universitas Muhammadiyah Purwokerto
Irawan Randikaparsa Universitas Muhammadiyah Purwokerto
Wida Purwidianti Universitas Muhammadiyah Purwokerto
Arini Hidayah Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/ijbae.v4i5.290

Keywords:

Brand Image, Electronic Word of Mouth, Celebrity Endorser, Purchase Intention

Abstract

This study aims to investigate the influence of Brand Image, Electronic Word of Mouth (E-WOM), and celebrity endorsers on the purchase intention of a product among the Purwokerto community. Research was conducted using a quantitative approach with purposive sampling, involving 151 respondents. The data were analysed using the Structural Equation Modelling - Partial Least Squares (SEM-PLS) method for testing the connection between variables. Research results indicate that brand image and e-WOM are positively and significantly related to purchase intention; however, the influence of celebrity endorsers is not significant in terms of interest-based purchases. The implication of this research is to provide insight to consumers in understanding how brand image, eWOM, and celebrity endorser factors can influence their Purchase intention.

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