The Influence of Product Appearance and Celebrity Endorsement on Purchase Intention with Brand Image as a Mediating Variable
A Study on Cosmetics Consumers in an Emerging Market
Keywords:
Brand Image, Celebrity Endorsement, Product Appearance, Purchase IntentionAbstract
This study investigates the influence of product appearance and celebrity endorsement on consumer purchase intention, examining the mediating role of brand image. Employing a quantitative approach with a Partial Least Square-Structural Equation Modeling (PLS-SEM) model, data were collected from 112 student users of the Azarine sunscreen product at the University of Timor. The analysis results indicate that product appearance and celebrity endorsement have a positive and significant effect, both directly and indirectly, on purchase intention. Brand image was proven to be a strong mediator in this relationship; an appealing product appearance and a credible celebrity endorsement significantly enhance brand image, which in turn drives consumer purchase intention. These findings confirm that in the competitive cosmetics market, visual and associative marketing stimuli not only have a direct impact on purchasing decisions but also strategically build the intangible asset of a positive brand image.
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Copyright (c) 2025 Yohana Fransiska Bere, Berno B. Mitang, Fredirikus Timo (Author)
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