The Effects of Celebrity Endorser and Electronic Word of Mouth on Purchase Intention With Brand Image as Intervening Variable on Wardah Lipstick Products

Nowadays, cosmetics have come to be a completely critical need, specifically for women. Of the numerous beauty products, lipstick is one of famous products. Along with increasing demand cosmetics, competition within enterprise turning into increasingly competitive. Wardah main cosmetic manufacturers in Indonesia. To win competition, has implemented marketing strategy promoting its products through celebrity endorsers and electronic word mouth communication form brand image order stimulate consumer purchase intentions. The purpose this study become analyze impact endorser on intention, use as an intervening variable sampling method used purposive non-probability standards observe withinside female consumers who bought are lived Bandung. Data accrued via questionnaires distributed social media, includes Line, Whatsapp, Instagram. All data analyzed using Partial Least Square assist Smart PLS software. As results, it was found that influenced Wardah's also that, intention encouraged variable.