Published: 2025-08-01

Pengaruh Celebrity Endorsement dan Electronic Word Of Mouth (E-WOM) Terhadap Niat Beli Melalui Brand Image Pada Produk Sunscreen Azarine

DOI: 10.35870/jemsi.v11i4.4305

Violina Ananda Asyifa Rahmadina, Mochamad Rizal Yulianto, Mas Oetarjo
  • Violina Ananda Asyifa Rahmadina: Universitas Muhammadiyah Sidoarjo
  • Mochamad Rizal Yulianto: Universitas Muhammadiyah Sidoarjo
  • Mas Oetarjo: Universitas Muhammadiyah Sidoarjo
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Abstract

This study aims to analyze the effect of Celebrity Endorsement and Electronic Word of Mouth (E-WOM) on consumer purchase intention through Brand Image on Azarine Sunscreen products. The method used is quantitative with purposive sampling technique of 100 respondents through questionnaires and data analysis using the SmartPLS 3.0 application. The results of this study indicate that Celebrity Endorsement is proven to have no significant effect on Buying Intention or Brand Image, either directly or through Brand Image as an intervening variable. Conversely, E-WOM has no direct effect on Purchase Intention, but has a significant effect on Brand Image. Brand Image itself plays an important role in increasing Purchase Intention, and is proven to be able to mediate the relationship between E-WOM and Purchase Intention. This shows that in the context of Azarine Sunscreen products, trust in E-WOM and Brand Image has a greater influence than Celebrity Endorsement. Therefore, companies are advised to maximize positive E-WOM and build a strong Brand Image to increase consumer purchase intention. 

Keywords

Celebrity Endorsement; Electronic Word Of Mouth (E-WOM); Purchase Intention; Brand Image

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How to Cite

Rahmadina, V. A. A., Yulianto, M. . R., & Oetarjo, M. (2025). Pengaruh Celebrity Endorsement dan Electronic Word Of Mouth (E-WOM) Terhadap Niat Beli Melalui Brand Image Pada Produk Sunscreen Azarine. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(4), 2229-2244. https://doi.org/10.35870/jemsi.v11i4.4305
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 11 No. 4 (2025)

  • Section: Articles

  • Published: 2025-08-01

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Author Biographies
Violina Ananda Asyifa Rahmadina, Universitas Muhammadiyah Sidoarjo
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo, Provinsi Jawa Timur, Indonesia.

Mochamad Rizal Yulianto, Universitas Muhammadiyah Sidoarjo
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo, Provinsi Jawa Timur, Indonesia.

Mas Oetarjo, Universitas Muhammadiyah Sidoarjo
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo, Provinsi Jawa Timur, Indonesia.

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