The Influence of Celebrity Endorsers, e-WOM, and Brand Image on Purchase Intention for Skintific Products at Joni Cosmetic Tegal Store
Keywords:
Celebrity Endorser, women, Brand Image, Purchase Intention, thin, Joni Cosmetic StoreAbstract
In an era of increasingly competitive beauty industry, consumer purchasing interest has become a crucial factor in business sustainability. This research is motivated by the decline in sales of Skintific products at Joni Cosmetic Tegal Store over the past three years, which is suspected to be related to declining consumer purchasing interest. This phenomenon prompted the researcher to examine three factors thought to influence consumer purchasing interest: the role of celebrity endorsers, electronic word of mouth (eWOM), and brand image. This study aims to determine and analyze the influence of celebrity endorsers, electronic word of mouth (eWOM), and brand image on purchase intention for Skintific products at Joni Cosmetic Tegal Store, both partially and simultaneously. This research is explanatory. Data were collected through a purposive stratified random sample using a Likert-scale questionnaire and analyzed with multiple linear regression via SPSS. The results showed that the three independent variables, celebrity endorsers, eWOM, and brand image, had a positive and significant effect, both partially and simultaneously, on consumer purchase intention. This finding demonstrates that marketing strategies involving public figures and digital information are highly influential in driving consumer purchasing decisions, particularly in the beauty industry. The study concludes that celebrity endorsers, positive consumer reviews, and strong brand image boost purchase intention for Skintific products at Joni Cosmetic Store, Tegal. Businesses are advised to maximize social media, partner with suitable public figures, and enhance brand image through consistent messaging and quality service.
Downloads
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Amelia, S. M., Ainun Nisya, S. M., & Muzdalifah, L. (2023). Pengaruh Brand Ambassador, Brand Image, Dan Country of Origin Terhadap Minat Beli Konsumen. Journal of Creative Student Research (JCSR), 1(1), 143–162.
Anggi Muninggar, D., Rahmadini, A., Sanjaya, V. F., Studi Manajemen Bisnis Syariah, P., & Raden Intan Lampung, U. (2022). WoM) Terhadap Minat Beli pada Aplikasi Shopee (Studi Kasus Kota Bandar Lampung). Business and Entrepreneurship Journal (BEJ) e-ISSN, 3(1), 2745–8547.
Anisa, D. K., & Marlena, N. (2022). Pengaruh User Generated Content Dan E-Wom Pada Aplikasi Tik-Tok Terhadap Purchase Intention Produk Fashion. Jurnal Sinar Manajemen, 9(2), 207–218. https://doi.org/10.56338/jsm.v9i2.2610
Endorgan, B. A. (2010). Celebrity Endorsement : A Literature Review Celebrity Endorsement : A Literature Review. Journal of Marketing Management, (772858957), 37–41.
Feny, W. R., & Sutedjo, B. (2022). Pengaruh Celebrity Endorser, Citra Merek dan Kepercayaan Merek terhadap Minat Beli (Studi Pada Konsumen Skincare MS Glow Beautyhome di Demak). SEIKO : Journal of Management & Business, 5(1), 168–181.
Ferdinand, A. (2014). Metode Penelitian Manajemen (Edisi 5). Semarang: Universitas Diponegoro.
Firmansyah, M. A. (2019). Buku Pemasaran Produk dan Merek. Surabaya: CV. Penerbit Qiara Media.
Ghozali. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25 (Edisi 9). Semarang: Badan Penerbit Universitas Diponegoro.
Hardani. (2020). METODE PENELITIAN KUALITATIF & KUANTITATIF. Sleman: CV. Pustaka Ilmu.
Hu, X., Chen, X., & Davidson, R. (2019). Social Support, Source Credibility, Social Influence, and Impulsive Purchase Behavior in Social Commerce. International Journal of Electronic Commerce, 23(3), 297–327. https://doi.org/10.1080/10864415.2019.1619905
Ismagilova, E. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context. Cham: Springer Nature.
Juha Munnukka, O. U., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, ewom33(3), 196-207. https://doi.org/10.1108/JCM-11-2014-1221
Keller, K. L. (2013). Strategic Brand Management (Fourth Edi). Boston, MA: Pearson Education Limited.
Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55(January), 102133. https://doi.org/10.1016/j.jretconser.2020.102133
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th Ed.). Upper Saddle River, NJ: Pearson Education, Inc.
Nainggolan, N. P. H. (2018). Analisis Faktor-Faktor Yang Mempengaruhi Minat Beli Konsumen Dalam Membeli Rumah Di Kota Batam. Jurnal Ilmiah Manajemen Dan Bisnis, 19(1), 41–54.
Ningsih, S., & Dukalang, H. H. (2019). Penerapan Metode Suksesif Interval pada Analsis Regresi Linier Berganda. Jambura Journal of Mathematics, 1(1), 43–53. https://doi.org/10.34312/jjom.v1i1.1742
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Prihartini, D., & Damastuti, R. (2022). Pengaruh e-WOM terhadap Minat Beli Skincare Lokal pada Followers Twitter @ohmybeautybank. Calathu: Jurnal Ilmu Komunikasi, 4(1), 56–67. https://doi.org/10.37715/calathu.v4i1.2724
Purwianti, L. (2021). Pengaruh Religiostik, EWOM, Brand Image dan Attitude terhadap Purchase Intention. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, Dan Bisnis, 5(1), 40–50. https://doi.org/10.31294/jeco.v5i1.9284
Shimp, T. A. (2003). Periklanan Promosi Aspek Tambahan Komunikasi Pemasaran Terpadu. Jakarta: Erlangga.
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53(January), 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Statista. (2025). Beauty & Personal Care - Indonesia. Retrieved from https://www.statista.com/outlook/cmo/beauty-personal-care/indonesia
Sugiyono. (2023). Metode Penelitian Kuantitaif, Kualitatif, dan R&D (Edisi Kedu). Bandung: Alfabeta.
Tanjung, R., & Keni, K. (2023). Pengaruh Celebrity Endorser dan E-WOM terhadap Purchase Intention Produk Skincare di Jakarta dengan Brand Trust sebagai Variabel Mediasi. Mbia, 22(1), 88–102. https://doi.org/10.33557/mbia.v22i1.2144
Wahyuningtyas, G. I., & Aquina, A. (2023). Pengaruh Brand Ambassador, Brand Image, Brand Awareness terhadap Purchase Intention Produk Kecantikan Somethinc. Jurnal Ilmiah Wahana Pendidikan, 9(9), 510–518. https://doi.org/10.5281/zenodo.796915
Waldt, D. van der, Loggerenberg, M. van, & Wehmeyer, L. (2009). Celebrity endorsements versus created spokespersons in advertising: A survey among students. South African Journal of Economic and Management Sciences, 12(1), 100–114. https://doi.org/10.4102/sajems.v12i1.263
Wardhana, A. (2024). Perilaku Konsumen Di Era Digital. Purbalingga: Eureka Media Aksara.
Yılmazdoğan, O. C., Doğan, R. Ş., & Altıntaş, E. (2021). The impact of the source credibility of Instagram influencers on travel intention: The mediating role of parasocial interaction. Journal of Vacation Marketing, 27(3), 299–313. https://doi.org/10.1177/1356766721995973
Zhang, J., Zhang, J., & Zhang, M. (2019). From free to paid : Customer expertise and customer satisfaction on knowledge payment platforms ☆. Decision Support Systems, (March), 113140. https://doi.org/10.1016/j.dss.2019.113140
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Rizqi KHOERUNISA, Tabrani , Yuniarti Herwinarni HERWINARNI

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Creative Commons Attribution-NonCommercial 4.0 International License.