The Influence of Celebrity Endorsers and Electronic Word of Mouth (E-WOM) on Purchase Intention for the Puma Clothing Brand in Surabaya City

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Quantitative analysis reveals celebrity endorsements and E-WOM significantly increase purchase intention for Puma apparel in Surabaya City.

Purchase intention increases significantly when influenced by celebrity endorsements and E-WOM.
Survey results showed a favorable impact of endorsements on consumer behavior towards Puma clothing.
Participants included 112 respondents who viewed Puma's celebrity ads and provided insights via an online questionnaire.
Analysis was conducted using Partial Least Square (PLS)-based structural equation modeling to evaluate results.

Hatibie et al. (2025) studied this question.

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Quantitative analysis reveals celebrity endorsements and E-WOM significantly increase purchase intention for Puma apparel in Surabaya City.