The Influence of Celebrity Endorsers and E-WOM on Purchase Decisions of Skintific with Brand Image as an Intervening Variable in Jakarta
The findings show that celebrities who endorse products exert a positive and significant impact on purchase decisions, whereas electronic word of mouth lacks a considerable effect on synthetic purchasing decisions. Moreover, Brand Image can serve as a mediator in the impact of celebrity endorsers. Electronic word-of-mouth influences purchasing decisions for skincare product in Jakarta. This research is limited to Skintific users in DKI Jakarta so the results may not be generalizable to a wider population. Apart from that, this research only considers the variables of celebrity endorser, E-WOM, and brand image, without examining other factors that might influence purchasing decisions. This research provides new insight into how celebrity endorsers and electronic word of mouth can be used in marketing strategies for skincare products. Apart from that, this research can also be a reference for companies that are formulating more effective marketing and branding strategies.
Maftuchach, et al. (2025). The Influence of Celebrity Endorsers and E-WOM on Purchase Decisions of Skintific with Brand Image as an Intervening Variable in Jakarta. International Journal Multidisciplinary Science (IJML), 4(2). https://doi.org/10.56127/ijml.v4i2.1936
Maftuchach, Viniyati; Yulianti, Citra Alifia ; Wati, Lela Nurlaela , "The Influence of Celebrity Endorsers and E-WOM on Purchase Decisions of Skintific with Brand Image as an Intervening Variable in Jakarta," International Journal Multidisciplinary Science (IJML), vol. 4, no. 2, 2025.
Maftuchach, Viniyati; Yulianti, Citra Alifia ; Wati, Lela Nurlaela . "The Influence of Celebrity Endorsers and E-WOM on Purchase Decisions of Skintific with Brand Image as an Intervening Variable in Jakarta." International Journal Multidisciplinary Science (IJML), vol. 4, no. 2, 2025.
Maftuchach, Viniyati; Yulianti, Citra Alifia ; Wati, Lela Nurlaela . "The Influence of Celebrity Endorsers and E-WOM on Purchase Decisions of Skintific with Brand Image as an Intervening Variable in Jakarta." International Journal Multidisciplinary Science (IJML) 4, no. 2 (2025).
Maftuchach, et al. (2025) 'The Influence of Celebrity Endorsers and E-WOM on Purchase Decisions of Skintific with Brand Image as an Intervening Variable in Jakarta', International Journal Multidisciplinary Science (IJML), 4(2). doi: 10.56127/ijml.v4i2.1936.
Maftuchach, Viniyati; Yulianti, Citra Alifia ; Wati, Lela Nurlaela . The Influence of Celebrity Endorsers and E-WOM on Purchase Decisions of Skintific with Brand Image as an Intervening Variable in Jakarta. International Journal Multidisciplinary Science (IJML). 2025;4(2).
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