Peningkatan Purchase Intention melalui Celebrity Endorser, Brand Awareness, Product Quality dan E-Wom dengan Mediasi Brand Image terhadap Klinik Kecantikan di Kota Batam

This study was conducted to determine the impact of celebrity endorsers, brand awareness, product quality and e-WOM in influencing purchase intention towards beauty clinics mediated by brand image and focusing on the people of Batam City. The variables tested in this study include celebrity endorser, brand awareness, product quality, e-WOM, brand image and purchase intention. This study tested 326 respondent data with the help of the SmartPLS 3.0 application. The results of the analysis stated that celebrity endorser and brand image have no effect on purchase intention. Brand awareness does not have a direct effect on purchase intention, brand awareness has an effect on increasing brand image which can increase purchase intention. Product quality and e-WOM have a direct and indirect effect on increasing purchase intention at beauty clinics in Batam City Abstrak Penelitian ini dilakukan untuk mengetahui dampak dari celebrity endorser, brand awareness, product quality dan e-WOM dalam mempengaruhi purchase intention terhadap klinik kecantikan yang dimediasi oleh brand Image dan berfokus pada masyarakat kota Batam. Variabel yang diuji dalam penelitian ini mencakup celebrity endorser, brand awareness, product quality, e-WOM, brand image dan purchase intention. Penelitian ini menguji 326 data responden dengan bantuan aplikasi SmartPLS 3.0. Hasil analisis menyatakan celebrity endorser dan brand image tidak memiliki pengaruh terhadap purchase intention. Brand awareness tidak berpengaruh secara langsung terhadap purchase intention, brand awareness berpengaruh meningkatkan brand image yang dimana dapat meningkatkan purchase intention. Product quality dan e-WOM berpengaruh secara langsung maupun tidak langsung dalam meningkatkan purchase intention pada klinik kecantikan di Kota Batam