PENGARUH CELEBRITY ENDORSER DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP MINAT BELI GENERASI Z PADA PRODUK SMARTPHONE MEREK INFINIX DI KOTA MATARAM

The Influence of Celebrity Endorsers and Electronic Word of Mouth (e-WOM) on Generation Z's Purchase Intention for Infinix Smartphones in Mataram City

Authors

  • Hirzan Ullian Fakultas Ekonomi dan Bisnis Universitas Mataram
  • Handry Sudiartha Athar Fakultas Ekonomi dan Bisnis Universitas Mataram

Keywords:

Celebrity Endorser, Electronic Word of Mouth, Purchase Intention

Abstract

This study aims to test and analyze the effect of Celebrity Endorsers and Electronic Word of Mouth (E- Wom) on Generation Z's Purchase Intention on Infinix Brand Smartphone Products in Mataram City. This type of research is included in quantitative research. The population in this study is all consumers who have had an interest in buying/using Inifnix brand smartphone products in Mataram City. The sampling technique of this study is nonprobability sampling and the type of sampling is purposive sampling with a research sample of 75 samples. The analytical method used to prove the hypothesis in this study is multiple linear regression analysis. Data that has met the research instruments test and classical assumption test are then processed using the IBM SPSS Version 25 program. Based on the results of this study, it shows that celebrity endorsers (X1) and electronic word of mouth (X2) have a positive and significant effect on purchase intention (Y) of Infinix brand smartphone products in Mataram City

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References

Feny, W. R., & Sutedjo, B. (2022). Pengaruh Celebrity Endorser, Citra Merek dan Kepercayaan Merek terhadap Minat Beli (Studi Pada Konsumen Skincare MS Glow Beautyhome di Demak). SEIKO: Journal of Management & Business, 5(1), 2022–2168.

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Newswire, P. (2023). Begini Sejarah Brand Infinix Ramaikan Pasar Smartphone Dunia. Eraspace.https://eraspace.com/artikel/post/begini- sejarah-brand-infinix-ramaikan-pasar- smartphone-dunia

Pourfakhimi, S., Duncan, T., & Coetzee, W. J. L. (2020). Electronic word of mouth in tourism and hospitality consumer behaviour: state of the art. Tourism Review, 75(4), 637–661.

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Published

2026-09-17

Issue

Vol. 6 No. 3 (2026): URGENTREV EDISI SEPTEMBER 2026

Section

Articles

License

Copyright (c) 2026 Hirzan Ullian, Handry Sudiartha Athar

Creative Commons License

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