Pengaruh Celebrity Endorser Dan Electronic Word Of Mouth (E-WOM) Terhadap Purchase Intention Merek Pakaian Puma di Kota Surabaya

Hatibie, Rifqi Aqilah (2025) Pengaruh Celebrity Endorser Dan Electronic Word Of Mouth (E-WOM) Terhadap Purchase Intention Merek Pakaian Puma di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The fashion industry in Indonesia is growing rapidly, including in the sportswear sector, which are dominated by foreign brands such as Puma. Marketing in the modern era is very diverse. One strategy often used by brands is to recruit celebrities as endorsers because it is considered effective in attracting the attention of consumers or their audience, thereby increasing purchasing interest. Additionally, electronic word of mouth is also a crucial marketing strategy in the modern era. Based on this, this study aims to analyze the influence of celebrity endorsers and electronic word of mouth (EWOM) on purchase intention for the Puma clothing brand in the city of Surabaya. This study uses a quantitative approach with purposive sampling techniques on 112 respondents who have seen Puma advertisements featuring celebrity endorsers. Data was collected through an online questionnaire and measured using a Likert scale. The data analysis used was Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results show that celebrity endorsers have a positive and significant effect on purchase intention, as does E-WOM. These findings can serve as a reference for Puma in formulating more effective marketing strategies. Keywords: Celebrity Endorser; E-WOM; Fashion; Purchase Decision; Puma

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Purwanto, Sugeng NIDN0008016806 sugengpurwanto.mnj@upnjatim.ac.id
Subjects:	H Social Sciences > HC Economics
Divisions:	Faculty of Economic and Business > Departement of Management
Depositing User:	Rifqi Aqilah Hatibie
Date Deposited:	11 Sep 2025 02:24
Last Modified:	11 Sep 2025 02:24
URI:	https://repository.upnjatim.ac.id/id/eprint/42476

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