PENGARUH CELEBRITY ENDORSER DAN ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI AVOSKIN YANG DIMEDIASI CITRA MEREK DALAM APLIKASI SHOPEE

The research aims to determine the effect of celebrity endorser and online customer review on Avoskin purchase intention mediated by brand image in the Shopee application. This research is categorized as quantitative research with an explanatory research approach. The population in this research is Avoskin followers on Instagram with a total of 690,000. The sample taken was 100 respondents using purposive sampling method. The data taken is primary data, which is obtained from the results of the questionnaire. Data analysis techniques using Scale Range and SEM-PLS. The results showed that celebrity endorser has a positive and significant effect on purchase intention, online customer review has a positive and significant effect on purchase intention, celebrity endorser has a positive and significant effect on brand image, online customer review has a positive and significant effect on brand image, brand image has a positive and significant effect on purchase intention. As for the mediation results, brand image mediates the effect of celebrity endorser on purchase intention, and brand image mediates the effect of online customer review on purchase intention.