Analisis Pengaruh Electronic Word of Mouth (E-Wom) dan Celebrity Endorser terhadap Purchase Decision Melalui Brand Image sebagai Variabel Intervening:

This study aims to analyze the influence of electronic word mouth (E-WOM) and celebrity endorsers on purchase decisions through brand image as an intervening variable (study Emina Cosmetics consumers). The population used in this were consumers Cosmetics. research a type questionnaire that Google Form tool. method is non-probability sampling technique with purpusive method. sample was 80 respondents. data obtained from then processed analyzed using model provisions (classical assumption test), hypothesis testing partial test (t), F test, determination (R2), sobel SPSS 25 program. results show can mediate (E-WOM), endorser, has significant positive effect decisions, have no decisions.
 Keywords: (e-WOM), image,