Pengaruh Citra Merek, Celebrity Endorsement, Dan E-Wom Terhadap Niat Beli Online Pada Skincare Dan Kosmetik Korea

This study aims to analyze the effect of brand image, celebrity endorsement, and e-wom on online purchase intentions of skincare Korean and cosmetics. The population in this study were all respondents consisting of all consumers who have or intend to buy skincare Korean and cosmetics whose numbers are unknown and can be said to be in an infinite category, while the sample used in this study is all consumers who have or intend to buy. skincare Korean and cosmetics. This study used a sample of 150 respondents. Sampling in this study was conducted using purposive sampling technique and the data used were primary data in the form of a questionnaire. The data analysis method used is multiple linear analysis with several variables, namely brand image, celebrity endorsement, e-wom, and online purchase intention. The results showed that brand image had a significant positive effect on online purchase intention. celebrity endorsement has a significant positive effect on online purchase intention. E-Wom has a significant positive effect on online purchase intention