PENGARUH CELEBRITY ENDORSEMENT DAN ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO (Studi Kasus Pada Mahasiswa Prodi Ilmu Komunikasi Universitas Muhammadiyah Malang)

New media is an element of ease of access in information technology. The internet is the most significant advancement in communication technology today, entering the stage of interactive communication. Social media serves as the main communication platform because it offers various advantages. One of the impacts of this development is the emergence of new forms of marketing communication that are more interactive and participatory, such as the involvement of celebrities in promoting products and the increasing influence of online consumer reviews. This trend reflects a shift from one-way communication toward more open dialogue between brands and consumers.
This study aims to determine the influence of celebrity endorsements and electronic word of mouth (EWOM) on the decision to purchase Erigo products among Communication Science students at Muhammadiyah University Malang. The background of this study is based on the widespread use of social media as a marketing tool, particularly by local fashion brands such as Erigo, which utilize celebrities and user testimonials to shape perceptions and encourage purchases.
The research method used was a quantitative approach with an explanatory research type. Data collection techniques were carried out through questionnaires with a total of 33 respondents selected using purposive sampling techniques. Data analysis was performed using multiple linear regression with the help of SPSS.
The results showed that both celebrity endorsement and electronic word of mouth had a positive and significant effect on purchasing decisions, both partially and simultaneously. The EWOM variable has a more dominant influence than celebrity endorsement. Simultaneously, both variables can explain 55.7% of the variation in purchasing decisions.
Thus, it can be concluded that digital marketing communication involving celebrities and online consumer experiences plays an important role in influencing the purchasing behavior of the younger generation. This study is expected to serve as a reference for businesses in developing more effective and consumer experience-based promotional strategies.