PENGARUH CELEBRITY ENDORSEMENT DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI (Studi pada Konsumen Herborist di Malang Raya)

This study aims to analyze and determine the effect of celebrity endorsement and electronic word of mouth on purchase interest with brand image as a mediating variable on Herborist skincare consumers in Malang Raya. The population used in this study were consumers aged at least 17 years who knew celebrity endorsement and reviews of Herborist skincare products. This study used a quantitative approach and data analysis using SmartPLS 4. The results of the study showed that celebrity endorsement had a significant positive effect on purchase interest, electronic word of mouth had a significant positive effect on purchase interest, celebrity endorsement had a significant positive effect on brand image, electronic word of mouth had a significant positive effect on brand image, brand image had a significant positive effect on purchase interest, celebrity endorsement had a significant positive effect on purchase interest through brand image, electronic word of mouth had a significant negative effect on purchase interest through brand image.