HULWANI, SHABRINA (2024) THE INFLUENCE OF CELEBRITY ENDORSEMENT AND ELECTRONIC WORD OF MOUTHWITH BRAND IMAGEAS INTERVENING VARIABLE ONCONSUMERS’ PURCHASE INTENTION OF AZARINE SUNSCREEN IN SEMARANG. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

ABSTRACT
Indonesia's skincare and cosmetics market is growing, making it a crucial sector for personal care products.Skincare, especially sunscreen, is essential for women to protect their skin from sun damage.Azarine Cosmetic, a local brand, produces sunscreen and utilizes celebrity endorsements as marketing strategy to increase product sales and attract consumer purchase intention. These endorsements also enhance the brand’s image. Another factor influencing potential consumers is electronic word of mouth(E-WOM),particularly online consumer reviews.Positive reviews create a favorable brand image and reflect high consumer interest in Azarine’s sunscreen.However,in 2023, Azarine’s sunscreen sales inSemarang outlets experienced fluctuations.Without effective marketing tactics, Azarine will risks losing its share in the competitive skincare market.This research aims to know the influence of celebrity endorsement and E-WOM through brand image as intervening variable on consumers’ purchase intention of Azarine suncreen in Semarang, tested based on variables but explained through the influence of each dimension/indicator on each variable. The total sample in this research are 100 peoplein Semarang with unidentified population, with thetechnique of non-probability sampling of purposive sampling type. Data was collected through questionnaires, literature reviews, and interviews. This explanatory research follows a quantitative approach and is processed using SPSS version 26. The result show that celebrity endorsement and E-WOM has positive influence on purchase intention, both directly and indirectly through brand image. Recommendations for Azarine include encouraging celebrities to provide authentic testimonials, reallocating budget to micro-influencers and customer-generated content, fostering positive E-WOM, and reformulating product ingredients.
Keywords:celebrity endorsement; electronic word of mouth; E-WOM; brand image; purchase intention
149/bisnis/2024

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