Celebrity Brand Ambassador and e-WOM as Determinants of Purchase Intention: A Survey of Indonesian Celebrity Cake

Abstract

This research aims to analyze the influence of celebrity brand ambassador, e-WOM quality, e-WOM quantity, and sender’s expertise on consumers’ purchase intention of celebrity cake in Indonesia (Yogyakarta, Solo, and Semarang). The research areas are purposively chosen while a hundred of respondents are determined conveniently. Using the regression analysis as an analytical tool, the study shows that the model is significant, while the Celebrity brand ambassador and e-WOM quality have a positive influence on consumers’ purchase intention of Indonesian celebrity cake. Celebrities as the brand ambassadors are known for their familiarity, good personalities, good interaction with the consumers (during promotion), and success in delivering the specific facts about celebrity cake. Meanwhile, viewing online reviews (clarity, understandability, credibility, reasonability) is helpful for consumers in building their confidence in purchase intention. The most influential variable on consumers’ purchase intention of celebrity cake is a celebrity brand ambassador, based on the value of B in the Unstandardized Coefficients’ table is 0.360 greater than other variables.