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September 10, 2025South Asian Journal of Social Studies and EconomicsOpen Access

Analysis of Viral Marketing, Celebrity Endorser, Brand Awareness, and E-WOM in Influencing Purchase Decisions

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Authors

AAAmalia Dwi AprianasariERErny RachmawatiWPWida Purwidianti

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Overview

Analysis reveals viral marketing, brand awareness, and e-WOM positively influence purchase decisions in consumers, suggesting effective strategies for the local market.

Key Points

  • Viral marketing, brand awareness, and e-WOM positively influence purchasing decisions.
  • Celebrity endorser does not significantly impact purchase behavior among consumers.
  • Quantitative analysis used SmartPLS 3.0 software to assess the influence of marketing factors.
  • Findings underline the importance of contextual marketing strategies in the Indonesian beauty market.

Cite This Study

Aprianasari et al. (2025) studied this question.

synapsesocial.com/papers/68c2409bb210217d6479af5fhttps://doi.org/10.9734/sajsse/2025/v22i81109
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Analysis of the Influence of Social Media Marketing on Glad2Glow Skincare Purchase Decisions through Celebrity Endorsers2025
  2. 2Factors Influencing Consumer Purchase Intention Towards Beauty Products in Indonesia2025
  3. 3The Influence of Electronic Word of Mouth (E-WOM), Celebrity Endorsers, and Country of Origin on Purchasing Decisions for Skintific Products2024 · 1 citations
  4. 4The Influence of Brand Image, Celebrity Endorser, Electronic Word of Mouth and Communication Media on Purchase Decisions2025
  5. 5PERAN E-WOM DAN BRAND IMAGE DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN PADA GLOSKIN AESTHETIC & SKIN CARE BALI2025