The Influence Of Celebrity Endorsement And Ewom On Gen Z Purchasing Decisions With Brand Image As An Intervening Variable On Wardah Products (Case Of Medan City)
DOI:
https://doi.org/10.61402/sajmr.v3i2.295Keywords:
Celebrity Endsorsment, E-wom, Purchase Decision, Brand ImageAbstract
This study aims to determine and analyze. The effect of Celebrity Endsorsment and E-wom on Gen Z Purchasing Decisions with Brand Image as an Intervening Variable on Wardah Products (Case Study of Medan City) “. the research used in this research is quantitative with an associative approach. the population in this study were all warda users in Medan City, the sampling process in this study used the Hair et al (2014) formula where the number of statements is multiplied by 5 where the number of statements is 41 x5 so the sample size is 205 respondents. The data analysis technique uses PLS-SEM, which uses the Indirect Effect Test, Path Coefficients, and gets the results (1) The effect of Ewom on Brand Image has a positive and significant effect seen from (p = 0.000 <0.05) (2) Electronic Word of Mouth has a Positive and Significant Effect on Purchasing Decisions. (3) Celebrity endorsement has a Positive and Significant Effect on Brand image (4). Electronic Word of Mouth has a Positive and Significant Effect on Brand image. (5) Brand image has a Positive and Significant Effect on Purchasing Decisions. (6) Celebrity endorsement has a Positive and Significant Effect on Purchasing Decisions through Brand image, (7) Electronic Word of Mouth has a Positive and Significant Effect on Purchasing Decisions through Brand Image.
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