THE EFFECT OF #JUMATBERKAHF EWOM AND DIMAS SETO AS SOURCE CREDIBILITY ON KAHF BRAND IMAGE

The phenomenon of men who are now more aware and concerned about their selfappearance positively impacts the Indonesian men's personal care market. Therefore, this study aims to analyze effect eWOM source credibility on Kahf's brand image. Through research, it is hoped produce an appropriate marketing strategy build a positive image in minds consumers. This research was conducted using quantitative methods with descriptive type. sampling technique used probability sampling, simple random techniques. analysis uses normality test, multicollinearity heteroscedasticity coefficient correlation determination, multiple linear regression. Based results, partially influenced Brand Image by 21%, remaining 79% other factors not examined study. Source Credibility 25%, 75% discussed simultaneously 32%, 68%