5 Pages

Effect of celebrity endorsement, EWOM and brand image on purchase decision of Nature Republic products in Indonesia

WithN.C. Lubis, M. Ariyanti

The most favored skin care products (cosmetics) in Indonesia are not domestic products, but products from South Korea. Competition has arisen over Korean brands that have expanded in Indonesia. One of the company’s brands is Nature Republic. The purpose of this research is to find out the significant effect of celebrity endorsement, electronic word of mouth, and brand image on the purchase decision of Nature Republic products In Indonesia. This type of research based on the method is quantitative research, Respondents in this study were 384 Nature Republic consumers. Data collection using a questionnaire and literature study. The sample used in this study is non-probability sampling with purposive sampling technique. Hypothesis testing uses descriptive analysis that is processed using Microsoft Excel and SEM PLS analysis. Based on the results of data processing, it can be seen that all the independent variables showed a significant effect on purchase decision.