Pengaruh Electronic Word Of Mouth (E-Wom) Dan Celebrity Endorsement Terhadap Minat Beli Konsumen

This study aims to determine and analyze the effect of electronic word mouth (e-wom) celebrity endorsement on consumer buying interest in Zalora e-commerce with brand image as a mediating variable. research includes explanatory research. The population this are people Palembang City who have never shopped at e-commerce. number respondents was set 230 data collection technique used Probability Sampling technique. sample criteria results obtained indicate that based show has no people's e-commerce, Electronic Word Mouth (E-WoM) variable affects products, Brand product, Variable Purchase Interest Image Mediation, Celebrity Endorsement Mediation.