The Influence of Price Perception, Brand Image, and Celebrity Endorsement on Purchase Intention: The Mediating Role of Online Promotion and e-WOM

Abstract

This study aims to examine the influence of price perception, brand image, and celebrity endorsement on purchase intention, with a focus on the mediating roles of online promotion and electronic word-of-mouth (e-WOM). Utilizing a qualitative research approach, the study employs a comprehensive literature review and library research methodology to analyze existing academic insights related to these factors. The findings suggest that price perception significantly impacts consumer behavior, particularly when consumers perceive the price as fair and reflective of product quality. Brand image is another key determinant, shaping consumer trust, loyalty, and emotional connection with the brand, all of which enhance purchase intention. Celebrity endorsements also play a crucial role by boosting product visibility, credibility, and appeal, especially when the celebrity is perceived as authentic and relevant to the product. Furthermore, the study highlights the important mediating roles of online promotion and e-WOM. Online promotions amplify the visibility and accessibility of brands, while positive e-WOM builds social proof and trust among consumers, ultimately influencing their purchase decisions. This research provides a deeper understanding of the interconnected relationships between these variables and offers valuable insights for businesses seeking to optimize their digital marketing strategies to increase purchase intention.