Workhybrid2022

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

7 citations0/0 files storedAdvances in economics, business and management research/Advances in Economics, Business and Management Research

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior and Marketing Influence Digital Marketing and Social Media Consumer Perception and Purchasing Behavior

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.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 7 citations exist upstream.

References

2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 2015A primer on partial least squares structural equation modeling (PLS-SEM)2012The effect of electronic word of mouth on brand image and purchase intention 2015Consumer Behavior, Buying, Having, and Being 2009Consumer Behavior: Buying, Having, and Being (8th ed.)2017Social media usage, electronic word of mouth and purchase-decision involvement 2016eWOM, eReferral and gender in the virtual community 2013RELATIONSHIP BETWEEN COUNTRY OF ORIGIN, BRAND IMAGE, AND CUSTOMER PURCHASE INTENTIONS

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.