The Influence of Brand Image, Electronic Word of Mouth, Celebrity Endorser, on Purchase Intention of Local Fashion Brands

This study aims to investigate the influence of Brand Image, Electronic Word of Mouth (E-WOM), and celebrity endorsers on the purchase intention of a product among the Purwokerto community. Research was conducted using a quantitative approach with purposive sampling, involving 151 respondents. The data were analysed using the Structural Equation Modelling - Partial Least Squares (SEM-PLS) method for testing the connection between variables. Research results indicate that brand image and e-WOM are positively and significantly related to purchase intention; however, the influence of celebrity endorsers is not significant in terms of interest-based purchases. The implication of this research is to provide insight to consumers in understanding how brand image, eWOM, and celebrity endorser factors can influence their Purchase intention.