Published: 2026-03-05
The Mediating Role of Brand Image in Celebrity Endorser and E-WOM Effects on Gen Z's MS GLOW Purchase Decisions in Semarang
DOI: 10.35870/ijmsit.v6i1.6625
Downloads
Abstract
This study examines the mediating role of Brand Image in the relationship between Celebrity Endorsers, Electronic Word of Mouth (E-WOM), and purchasing decisions among Generation Z consumers of MS GLOW skincare products in Semarang, Indonesia. Employing a quantitative approach with twenty measurement indicators across four constructs and using an accidental sampling technique, the study investigates how different communication sources influence Gen Z consumers’ perceptions and purchase behavior in the local skincare market. The findings reveal that Celebrity Endorsers neither significantly shape Brand Image nor directly influence purchasing decisions, indicating that celebrity-based persuasion has limited effectiveness for this consumer segment. In contrast, E-WOM exerts a positive and significant effect on both Brand Image and purchasing decisions, underscoring the importance of peer-generated information in building trust and guiding consumer choice. Brand Image is also found to significantly influence purchasing decisions and partially mediate the relationship between E-WOM and purchase behavior, while no mediating effect is observed in the relationship between Celebrity Endorsers and purchasing decisions. These results empirically demonstrate that, within the context of Gen Z skincare consumption in Semarang, peer communication plays a more decisive role than celebrity endorsement. Theoretically, this study refines branding and consumer behavior literature by clarifying the differentiated influence pathways of E-WOM and endorsement cues. Practically, the findings suggest that skincare brands targeting Gen Z should prioritize peer-based digital engagement strategies over celebrity-driven promotion.
Keywords
Electronic Word of Mouth ; Brand Image ; Purchase Decision ; Generation Z ; Skincare Market
Article Information
This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 6 No. 1 (2026)
-
Section: Articles
-
Published: %750 %e, %2026
-
License: CC BY 4.0
-
Copyright: © 2026 Authors
-
DOI: 10.35870/ijmsit.v6i1.6625
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem. By leveraging artificial intelligence for indexing, recommendation, and citation analysis, we enhance the visibility and impact of published research.
Shandya Aissy Syafaq
Department of Management, Faculty Economic and Business, Universitas Muhammadiyah Semarang, Semarang City, Central Java Province, Indonesia
Firdaus
Department of Management, Faculty Economic and Business, Universitas Muhammadiyah Semarang, Semarang City, Central Java Province, Indonesia
Zailani Abdullah
Data Science Study Program, Faculty of Data Science and Computer Science, Universiti Malaysia Kelantan, Kelantan, Malaysia
-
Aini Anisa, N., Gastri Widjatmiko, A., & Tinggi Ilmu Ekonomi Pemuda, S. (2020). Electronic Word Of Mouth (E-Wom) , Celebrity Endorsement Dan Gaya Hidup Pada Minat Beli Produk Online Shop Jurnal Mitra Manajemen (Jmm Online). 4(10), 1514–1522.
-
Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis.
-
Elseidi, R., Elseidi, R. I., & El-Baz, D. (2016). Electronic Word Of Mouth Effects On Consumers’ Brand Attitudes, Brand Image And Purchase Intention: An Empirical Study In Egypt. Https://Www.Researchgate.Net/Publication/305335645
-
Fadzri Kusuma, A., & Wijaya, T. (2022). Pengaruh Electronic Word Of Mouth Terhadap Minat Beli: Peran Mediasi Brand Image. Jurnal Fokus Manajemen Bisnis, 12(1), 30–42. Https://Doi.Org/10.12928/Fokus.V12i1.5717
-
Fani, R., & Safira, I. (2024). Analisis Dampak Pengaruh Keberadaan E-Commerce Terhadap Pedagang Konvensional Di Situbondo. Jurnal Economina, 3(1), 96–102. Https://Doi.Org/10.55681/Economina.V3i1.1145.
-
Firdaus, F., Nurrahmah, W. O. S., Jatmiko, M. R., Mulyanto, K., & Hendriyanto, A. (2025). Influence of brand ambassador and brand image on Shopee purchases with brand trust mediation. Value Added: Majalah Ekonomi dan Bisnis, 21(1), 37-44.
-
Gita Kirana, D., Basiya, R., Ekonomi Dan Bisnis, F., & Stikubank Semarang, U. (2024). The Influence Of Trust And Perceived Risk On Repurchase Intention Mediated By Customer Satisfaction Study On Skincare Product Customers In The Shopee Marketplace Pengaruh Trust Dan Perceived Risk Terhadap Minat Beli Ulang Dimediasi Oleh Kepuasan Pelanggan Studi Pada Pelanggan Produk Skincare Di Marketplace Shopee. In Management Studies And Entrepreneurship Journal (Vol. 5, Number 1). Http://Journal.Yrpipku.Com/Index.Php/Msej
-
Gunawan Koto, E., & Saputra, A. (2025). Pengaruh kualitas produk dan brand image terhadap purchase decision produk Azarine di Kota Batam. Yume: Journal of Management, 8(1).
-
Hair, J. F. ., Hult, G. T. M. ., Ringle, C. M. ., & Sarstedt, Marko. (2017). A Primer On Partial Least Squares Structural Equation Modeling (Pls-Sem). Sage.
-
Huete-Alcocer, N. (2017). A Literature Review Of Word Of Mouth And Electronic Word Of Mouth: Implications For Consumer Behavior. Frontiers In Physiology, 8(Jul). Https://Doi.Org/10.3389/Fpsyg.2017.01256
-
Kamil, N. A. I., & Albert, A. (2020). The Effect Of E-Wom And Brand Image Towards Sushi Masa Consumer Purchasing Decision. Journal Of Social Studies (Jss), 16(1), 19–34. Https://Doi.Org/10.21831/Jss.V16i1.31020
-
Lomboan, S. (2013). The Impact Of Celebrity Endorsement On Brand Image. 1, 788–795.
-
Lukitaningsih, A., Hutami, L. T. H., & Indahsari, M. N. (2023). Analisis Pengaruh Electronic Word Of Mouth (E-Wom) Dan Celebrity Endorser Terhadap Purchase Decision Melalui Brand Image Sebagai Variabel Intervening: Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(1), 471–481. Https://Doi.Org/10.47467/Alkharaj.V6i1.2745.
-
Manggalania, L. K., & Soesanto, H. (2021a). Pengaruh Celebrity Endorsement, Country Of Origin Dan Electronic Word Of Mouth Terhadap Purchase Decision Dengan Brand Image Sebagai Variabel Intervening. Diponegoro Journal Of Management, 10(6). Http://Ejournal-S1.Undip.Ac.Id/Index.Php/Dbr
-
Martini, M., Firdaus, F., Sulistiyaningsih, S., Rusmiyatun, R., Ismanto, F., Mulyanto, K., ... & Martini, M. (2025). Enhancing Purchase Decisions of Mie Sukses in Semarang through Brand Image and Brand Ambassador. Value Added: Majalah Ekonomi dan Bisnis, 21(2), 65-75.
-
Mulyaningsih, E. L. (N.D.). E-Jurnal Surplus (Jurnal Ilmu Manajemen Dan Kewirausahaan) Pengaruh Celebrity Endorser Dan Brand Image Terhadap Purchase Decision Glad2glow Moisturizer Pada Tiktok Shop ( Studi Kasus Mahasiswa Stie Sampit Prodi Manajemen ).
-
Nabila Suci Andini. (2024). Compas Market Insight Dashboard: Skintific Menempati Posisi Pertama Penjualan Paket Kecantikan Di Q1 2024 Dengan Nilai Penjualan Lebih Dari Rp 70 Miliar!.
-
Prasetiyo, D., Firdaus, F., Jumai, J., & Nurhayati, N. (2024, November). The Impact of Brand Trust and Brand Image on Purchase Decision Through Buying Interest Consumers as an Intervening Variable. In Economics and Business International Conference Proceeding (Vol. 1, No. 2, pp. 815-829).
-
Putri, N. A., Pujianto, A., & Andayani, S. (N.D.). Pengaruh Brand Image Dan Celebrity Endorser Terhadap Purchase Decision (Produk Beautetox Body Scrub Dikalangan Generasi Z Surabaya). Journal Social Society, 5, 2025. Https://Doi.Org/10.30605/Jss.5.1.2025.695
-
Putri, S. R., & Wulandari, N. (2024). Pengaruh E-Wom, Kredibilitas Label, Dan Kredibilitas Influencer Terhadap Minat Beli Konsumen Studi Kasus Pada Industri Kosmetik Dan Label “Tasya Farasya Approved.” Https://Compas.Co.Id
-
Ramlawati, R., & Lusyana, E. (2020). Pengaruh Celebrity Endorsement Dan Brand Image Terhadap Minat Beli Produk Kecantikan Wardah Pada Mahasiswi Hpmm Cabang Maiwa Di Makassar. Jurnal Manajemen & Organisasi Review (Manor), 2, 65–75. Https://Doi.Org/10.47354/Mjo.V2i1.181
-
Rosanti, N., Karta Negara Salam, & Panus. (2021). The Effects Of Brand Image And Product Quality On Purchase Decisions. Quantitative Economics And Management Studies, 2(6), 365–375. Https://Doi.Org/10.35877/454ri.Qems360
-
Rosario, A. B., Sotgiu, F., De Valck, K., & Bijmolt, T. H. A. (2016). The Effect Of Electronic Word Of Mouth On Sales: A Meta-Analytic Review Of Platform, Product, And Metric Factors. Journal Of Marketing Research, 53(3), 297–318. Https://Doi.Org/10.1509/Jmr.14.0380
-
Sella Fatra Laili Kamalin, O., & Tinggi Ilmu Ekonomi Amm Mataram, S. (2025a). Http://Bajangjournal.Com/Index.Php/Jci Pengaruh Celebrity Endorser Dan Electronic Word Of Mouth Terhadap Minat Beli Madame Gie Dengan Brand Image Sebagai Variabel Intervening Di Kota Mataram. In Jci Jurnal Cakrawala Ilmiah (Vol. 4, Number 5). Http://Bajangjournal.Com/Index.Php/Jci
-
Sella Fatra Laili Kamalin, O., & Tinggi Ilmu Ekonomi Amm Mataram, S. (2025b). Http://Bajangjournal.Com/Index.Php/Jci Pengaruh Celebrity Endorser Dan Electronic Word Of Mouth Terhadap Minat Beli Madame Gie Dengan Brand Image Sebagai Variabel Intervening Di Kota Mataram. In Jci Jurnal Cakrawala Ilmiah (Vol. 4, Number 5). Http://Bajangjournal.Com/Index.Php/Jci
-
Sharma, S. K., & Shukla, A. (2017). Impact Of Electronic Word On Mouth On Consumer Behaviour And Brand Image. Asian Journal Of Management, 8(3), 501. Https://Doi.Org/10.5958/2321-5763.2017.00081.6
-
Sugiyono, P. (2016). Dr.(2016). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Alfabeta, Cv, 239–254.
-
Ulya, R. (2023). Pengaruh Celebrity Endorser Tasya Farasya Dan Electronic Word Of Mouth Terhadap Purchase Decision Dengan Brand Image Sebagai Variabel Intervening (Studi Pada Mahasiswi Feb Angkatan 2019 Universitas Islam Malang Pengguna Avoskin).
-
Waroka, C. C., Purwanto, E., & Jumai, A. M. (2025, September). Trusting the Threads: How Brand and Quality Weave Purchase Decisions at Griya Batik Semarangan. In IECON: International Economics and Business Conference (Vol. 3, No. 2, pp. 1167-1179).
-
Wijaya, F. A., & Sugiharto, S. (2015). Pengaruh Celebrity Endorsementterhadap Purchase Intention Denganbrand Image Sebagai Variabel Intervening (Studi Kasus Iklan Produk Perawatan Kecantikan Pond’s). Jurnal Manajemen Pemasaran, 9(1). Https://Doi.Org/10.9744/Pemasaran.9.1.16-22
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.