October 15, 2025International Journal of Business and Applied Economics

The Influence of Brand Image, Electronic Word of Mouth, Celebrity Endorser, on Purchase Intention of Local Fashion Brands

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Authors

BHBahrein Al HabibyMuhammadiyah University Purwokerto IRIrawan RandikaparsaMuhammadiyah University Purwokerto WPWida PurwidiantiMuhammadiyah University Purwokerto

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Implication

Quantitative analysis shows brand image and e-WOM boost purchase intention in the Purwokerto community, suggesting implications for marketing strategies.

Key Points

Brand image significantly influences purchase intention, enhancing consumer interest in local fashion brands.
Electronic word of mouth (e-WOM) positively affects purchase intention, indicating the importance of online feedback.
Celebrity endorsers were found to have no significant effect on purchase intention among local fashion consumers.
Analysis utilized the Structural Equation Modelling - Partial Least Squares method on data collected from 151 respondents.

Cite This Study

Habiby et al. (2025) studied this question.

synapsesocial.com/papers/68f01110f081da0584b567e9 https://doi.org/10.55927/ijbae.v4i5.290

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Implication

Quantitative analysis shows brand image and e-WOM boost purchase intention in the Purwokerto community, suggesting implications for marketing strategies.

The Influence of Brand Image, Electronic Word of Mouth, Celebrity Endorser, on Purchase Intention of Local Fashion Brands

Discussion

Member takes

Implication

Key Points

Cite This Study

The Influence of Brand Image, Electronic Word of Mouth, Celebrity Endorser, on Purchase Intention of Local Fashion Brands

Discussion

Member takes

Implication

Key Points

Cite This Study

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