Indonesian Journal of Law and Economics Review
Vol 19 No 3 (2024): August
Marketing Management

Celebrity Endorsements, E-WOM, and Promotions Significantly Boost Youth Purchase Interest in Indonesia
Dukungan Selebriti, E-WOM, dan Promosi Secara Signifikan Meningkatkan Minat Beli Kaum Muda di Indonesia


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  • Fiki Frmansah,
  • Dewi Komalasari*
Fiki Frmansah
Program Studi Manajemen, Universitas Muhammadiyah Sidoarjo, Indonesia
Dewi Komalasari
Fakultas Bisnis, Hüküm, dan Ilmu Sosial Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v19i3.1137
Published June 24, 2024
Keywords
  • Purchase interest,
  • celebrity endorsements,
  • E-WOM,
  • promotions,
  • youth consumers
How to Cite
Frmansah, F., & Komalasari, D. (2024). Celebrity Endorsements, E-WOM, and Promotions Significantly Boost Youth Purchase Interest in Indonesia. Indonesian Journal of Law and Economics Review, 19(3), DOI 10.21070/ijler.v19i3.1137. https://doi.org/10.21070/ijler.v19i3.1137

Copyright (c) 2024 Fiki Frmansah, Dewi Komalasari

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This study explores how celebrity endorsers, electronic word of mouth (E-WOM), and promotions affect consumer purchase interest, focusing on young consumers in Sidoarjo who buy Erigo products. Using a quantitative approach, data were gathered from 96 respondents aged 12 to 24 through purposive sampling and analyzed with SmartPLS. The results indicate that all three factors significantly and positively influence purchase interest. These findings suggest that integrating celebrity endorsements, fostering positive E-WOM, and designing effective promotions can enhance consumer interest and drive sales.

Highlight:

  1. Celebrity endorsements significantly enhance product appeal among youth.
  2. Positive electronic word of mouth (E-WOM) boosts consumer interest.
  3. Effective promotional strategies drive higher purchase intentions.

 

Keywoard: Purchase interest, celebrity endorsements, E-WOM, promotions, youth consumers

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