The Influence of Celebrity Endorsers and Electronic Word of Mouth on Decisions to Purchase Local Fashion Product Erigo on Social Media

Celebrity Endorser and Electronic Word of Mouth significantly influence consumer purchasing decisions towards local fashion products Erigo. The combination of celebrity endorsers and E-WOM can help brands improve their image and consumer trust, thus increasing product sales. This study aims to analyze the motives behind Celebrity Endorsers and Electronic Word of Mouth can influence purchasing decisions and the importance of Celebrity Endorsers and Electronic Word of Mouth in local fashion product marketing strategies in this digital era. This study uses a quantitative method using Smart-PLS analysis. This study will provide deeper insight into how celebrities can influence the consumer purchasing decision process through content displayed on Instagram and how to utilize social media as an effective marketing tool in today's digital era.