The Influence of Celebrity Endorsers and Electronic Word of Mouth (E-WOM) on Purchase Intention for the Puma Clothing Brand in Surabaya City

Rifqi Aqilah Hatibie; Sugeng Purwanto

doi:10.55927/ajabm.v4i3.437

Authors

Rifqi Aqilah Hatibie Universitas Pembangunan Nasional “Veteran” Jawa Timur
Sugeng Purwanto Universitas Pembangunan Nasional “Veteran” Jawa Timur

DOI:

https://doi.org/10.55927/ajabm.v4i3.437

Keywords:

Celebrity Endorser, Electronic Word of Mouth, Purchase Intention

Abstract

This study attempts to examine the effects of electronic word-of-mouth (E-WOM) and celebrity endorsements on Surabaya City consumers' intentions to buy Puma apparel. 112 respondents who have seen Puma ads with celebrity endorsers participated in this quantitative study using a purposive sample procedure. The datas were collected through an online questionnaire. Partial Least Square (PLS)-based structural equation modeling (SEM) is the data analysis method employed. Considering the results of the study, both celebrity endorsers and electronic word-of-mouth (E-WOM) significantly and favorably influence consumers' intentions to make purchases. Puma may use these results as a guide to create marketing plans that are more successful.

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