The Impact of Country of Origin, Celebrity Endorsement, and Electronic Word of Mouth (eWOM) Towards Purchase Intention

This study aims to examine the impact of country of origin, celebrity endorsement, and electronic word of mouth (eWOM) on the purchase intention of skin care products. The research design is descriptive. Collecting data using a questionnaire through a google form with a Likert scale. Of the 218 questionnaires distributed, 192 customers of Jakarta skin care products can be used. The sample selection method is non-probability sampling. For data analysis, this study uses Partial Least Square -Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results showed that country of origin, celebrity endorsement, and electronic word of mouth (eWOM) had an impact on purchase intention. This research is expected to be able to contribute when evaluating or considering increasing purchase intention.