The effects of celebrity endorser and electronic word of mouth on purchase intention with brand image as intervening variable on Wardah lipstick products
List of Authors
  • Anita Silvianita , Annisa Puji Nursyabani

Keyword
  • Celebrity Endorser, Electronic Word of Mouth, Purchase Intention, Brand Image

Abstract
  • Nowadays, cosmetics have come to be a completely critical need, specifically for women. Of the numerous beauty products, lipstick is one of the famous products. Along with the increasing demand for cosmetics, competition within the beauty enterprise is turning into increasingly competitive. Wardah is one of the main cosmetic manufacturers in Indonesia. To win the competition, Wardah has implemented a marketing strategy in promoting its products through celebrity endorsers and electronic word of mouth communication to form a brand image in order to stimulate consumer purchase intentions. The purpose of this study become to analyze the impact of celebrity endorser and electronic word of mouth on purchase intention, the use of brand image as an intervening variable on Wardah lipstick products. The sampling method used is purposive sampling with a non-probability sampling method with the standards used on this observe withinside the form of female consumers who have bought Wardah lipstick products and are lived in Bandung. Data is accrued via questionnaires and distributed via social media, includes Line, Whatsapp, and Instagram. All the data analyzed using the Partial Least Square with the assist of Smart PLS software. As a results, it was found that celebrity endorsers through brand image influenced Wardah's lipstick purchase intention, it also found that, purchase intention is encouraged the electronic word of mouth via brand image as an intervening variable.

Reference
  • 1. Afza, T. dan Rauf A. (2009). Performance Evaluation of Pakistani Mutual Funds. Pakistan Economic and Social Review, 47 (2), 199-214.

    2. Agnesens, J. (2013). A Statistically Robust Decomposition of Mutual Fund Performance. Journal of Banking & Finance, 37, 3867-3877.

    3. Ahmad, Y., Sun, G., dan Khidmat, W.B. (2017). Fund-specific Determinants of Performance: An Empirical Study of Islamic and Conventional Mutual Funds of Pakistan. International Journal of Economics and Financial Issues, 7 (5), 359-370.

    4. Amene, N. dan Curtis, S. (2004). The Alpha and Omega Fund Performance Measurement. Risk and Asset Management Research Center. Edhec Business School, Valbonne.

    5. Bauer, R., Koedijk, K., dan Otten, R. (2005). International Evidence on Ethical Mutual Fund Performance and Investment Style. Journal of Banking & Finance, 29. 1751-1767.

    6. Brown, S.J. dan Goetzmann, W.N. (1995). Performance Persistence. The Journal of Finance, 50 (2), 679-698.

    7. Ferreira, M.A., Keswani, A., Miguel A.F, dan Ramos, S.B. (2012). The Determinants of Mutual Fund Performance: A Cross-Country Study. Review of Finance.

    8. Goetzmann, W.N. dan Ibbotson, R.G. (1994). Do winners repeat? Pattern in Mutual Fund Performance. Journal of Portfolio Management, 20 (2), 9-18.

    9. Gregory, A., Matatko, J., dan Luther, R. (1997). Ethical Unit Trust Financial Performance: Small Company Effects and Fund Size Effects. Journal of Business Finance and Accounting, 24 (5), 705-725.

    10. Gruber, M.J. (1996). Another Puzzle: The Growth in Actively Managed Mutual Funds. The Journal of Finance, 51 (3). 783-810.

    11. Hartono, J. (2017). Teori Portofolio dan Analisis Investasi, Edisi Kesebelas. BPFE-Yogyakarta, Yogyakarta.

    12. Marzuki, A., dan Worthington, A.C. (2011). Comparative Fund Flows for Malaysian Islamic and Conventional Domestic Managed Equity Funds. Discussion Papers in Finance. Griffith University, Queensland.

    13. Pratiwi, A.E.W. (2011). Pengaruh Expense Ratio, Turnover Ratio, Ukuran Reksa Dana dan Cashflow Terhadap Kinerja Reksa Dana (skripsi tidak diterbitkan). Universitas Diponegoro.

    14. Suppa-Aim, T. (2010). Mutual Fund Performance in Emerging Markets: The Case of Thailand (disertasi tidak diterbitkan). Department of Accounting and Finance The University of Birmingham, Birmingham.

    15. Tandelilin, E. (2010). Portofolio dan Investasi Teori dan Aplikasi, Edisi Pertama. Kanisius, Yogyakarta.

    16. Zheng, L. (1999). Is Money Smart? A Study of Mutual Fund Investors’ Fund Selection Ability. The Journal of Finance, 54 (3). 901-933.