Syafaq, S.A. et al. 2026. The Mediating Role of Brand Image in Celebrity Endorser and E-WOM Effects on Gen Z’s MS GLOW Purchase Decisions in Semarang. International Journal of Management Science and Information Technology. 6, 1 (Mar. 2026), 142–152. DOI:https://doi.org/10.35870/ijmsit.v6i1.6625.