Synapse
⌘+K
Synapse
PulseExploreClubsResearchersJournals
Instagram
HomeClubsExplore
September 10, 2025Asian Journal of Management Analytics

The Influence of Brand Image, Celebrity Endorser, Electronic Word of Mouth and Communication Media on Purchase Decisions

View Full Paper
Ask AI
Bookmark
Share

Authors

CSChoiruddin SyifaramadanMuhammadiyah University PurwokertoTRTri Septin Muji RahayuMuhammadiyah University PurwokertoRURestu Frida UtamiUniversitas Muhammadiyah Jember

Discussion

Loading...

Member takes

Implication

Analysis reveals celebrity endorsers positively affect purchasing decisions, indicating implications for marketing strategies.

Key Points

  • Brand image positively influences purchasing decisions in the skincare sector, highlighting its importance.
  • Celebrity endorsers significantly improve purchase decisions, suggesting their role in effective marketing campaigns.
  • Electronic word of mouth has a negative impact on purchasing decisions, pointing to mixed consumer perceptions.
  • Communication media appears to have no significant effect on purchasing decisions, indicating a need for refined strategies.

Cite This Study

Syifaramadan et al. (2025) studied this question.

synapsesocial.com/papers/68c1bd3254b1d3bfb60ee3eahttps://doi.org/10.55927/ajma.v4i3.14775
View Full Paper
Ask AI
Bookmark
Share

Also Consider

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

  1. 1Factors Influencing Consumer Purchase Intention Towards Beauty Products in Indonesia2025
  2. 2The Influence of Electronic Word of Mouth (E-WOM), Celebrity Endorsers, and Country of Origin on Purchasing Decisions for Skintific Products2024 · 1 citations
  3. 3The Influence of Brand Ambassador, Brand Trust and Electronic Word of Mouth on the Purchase Decision of Makeover Cosmetic Products2025
  4. 4Influential Factors Shaping Consumer Behavior in Skincare Industry2024
  5. 5The Influence of Advertising, Brand Image, and Product Quality on Purchase Decisions of Skincare Beauty Products in Medan2024 · 1 citations