This study attempts to examine the effects of electronic word-of-mouth (E-WOM) and celebrity endorsements on Surabaya City consumers' intentions to buy Puma apparel. 112 respondents who have seen Puma ads with celebrity endorsers participated in this quantitative study using a purposive sample procedure. The datas were collected through an online questionnaire. Partial Least Square (PLS)-based structural equation modeling (SEM) is the data analysis method employed. Considering the results of the study, both celebrity endorsers and electronic word-of-mouth (E-WOM) significantly and favorably influence consumers' intentions to make purchases. Puma may use these results as a guide to create marketing plans that are more successful.
Hatibie et al. (Tue,) studied this question.