The Impact of e-WOM and Celebrity Endorser on Purchase Intention Mediated by Brand Image: A Study on Halal Cosmetic Products

The development of the internet makes the growth of e-commerce, one of which is Shoppe. In Indonesia, Shopee is an online buying and selling facility that provides various products, including fashion, gadgets, cosmetics, etc.; this study aims to analyze the impact of Electronic Word of Mouth, Celebrity Endorser on purchase intention mediated with Brand image study on the halal cosmetic product in shoppe marketplace. The research technique used is quantitative, data collection uses a questionnaire method, and the sample in this study amounted to 100 people. Analysis in this study was assisted using SmartPLS 3.0. The result is that e-WOM and celebrity endorser have positive and significant effects on Brand Image. In addition,  e-WOM and celebrity endorser have positive and significant effects on purchase intention. While, e-WOM has a positive and significant effect on purchase intention mediated by brand image, Celebrity endorsers have an effect on purchase intention mediated by brand image, and brand image has a positive and significant effect on purchase intention at shopee. This research focuses on products with halal labels in the Shopee marketplace.