Dampak Brand Image, Celebrity Endorsement dan E-WOM terhadap Keputusan Pembelian MS Glow For Men di Indonesia

Abstract

Abstract. MS Glow For Men is one of the local skincare products that has received many awards and growing rapidly in Indonesia. However, on the Gamal Men platform, which is a male destination for skin care, sales from this brand are still far behind when compared to its competitors. This is a question considering the many awards that have been achieved. The purpose of this study was to determine the impact of the independent variables, namely brand image, celebrity endorsement and E-WOM on the dependent variable, namely purchasing decisions. Respondents in this study found 384 consumers of MS Glow For Men. The method used is Structural Equation Modeling (SEM) where the data processing uses the SmartPLS application. The resulting value exceeds the t table value of 1,645, where 1,657 on celebrity endorsement, 5,579 on E-WOM and 6639 on brand image. These results prove that all independent variables have a significant positive impact on the dependent variable. Keywords: Celebrity endorsement, ewom, brand image, purchase decision, SEM.