The Role of Brand Image in Mediating the Influence of E-Wom and Celebrity Endorser on Purchase Intention

ABSTRACT: The purpose of this study is to explain the role of brand image in mediating the influence of eWOM and celebrity endorser on purchase intention on teenagers in Denpasar city who has never done online shopping through e-marketplace Shopee. The sampling method used is non-probability sampling. The number of samples is 100 respondents. Data collection is carried out by distributing questionaries to teenagers that currently studying in high school or equivalent. The data analysis technique used is Partial Least Square (PLS) and Variance Accounted For(VAF) test. The result of the study showed that brand image has a role in mediating the influence of e-WOM and celebrity endorser on purchase intention. E-WOM, celebrity endorser and brand image have positive and significant effect on purchase intention. E-WOM or online review about e-marketplace Shopee can be understood and relied on by teenagers in Denpasar city. Blackpink as a celebrity endorser of emarketplace Shopee have similarities with teenagers in Denpasar. Brand image of e-marketplace Shopee has been able to have positive image according to the assessment of teenagers in Denpasar city. It’s important for emarketplace Shopee to increase positive e-WOM, celebrity endorser and brand image.
KEYWORDS: brand image, e-WOM, celebrity endorser, purchase intention