The Impact of Country of Origin, Celebrity Endorsement, and Electronic Word of Mouth (eWOM) Towards Purchase Intention

DOI

10.2991/aebmr.k.220501.075How to use a DOI?

Keywords

Purchase Intention; Country of Origin; Celebrity Endorsement; Electronic Word of Mouth (eWOM)

Abstract

This study aims to examine the impact of country of origin, celebrity endorsement, and electronic word of mouth (eWOM) on the purchase intention of skin care products. The research design is descriptive. Collecting data using a questionnaire through a google form with a Likert scale. Of the 218 questionnaires distributed, 192 customers of Jakarta skin care products can be used. The sample selection method is non-probability sampling. For data analysis, this study uses Partial Least Square – Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results showed that country of origin, celebrity endorsement, and electronic word of mouth (eWOM) had an impact on purchase intention. This research is expected to be able to contribute when evaluating or considering increasing purchase intention.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

TY  - CONF
AU  - Christian Halim
AU  - Keni Keni
PY  - 2022
DA  - 2022/05/11
TI  - The Impact of Country of Origin, Celebrity Endorsement, and Electronic Word of Mouth (eWOM) Towards Purchase Intention
BT  - Proceedings of the tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021)
PB  - Atlantis Press
SP  - 493
EP  - 498
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220501.075
DO  - 10.2991/aebmr.k.220501.075
ID  - Halim2022
ER  -