Abstrak
This study aimed to test the effect of celebrity endorsement and electronic word of mouth on purchase intention with brand image as an intervening variable in local Scarlet Whitening products (study on Borneo Tarakan University students). This study uses a quantitative research survey method, and the data collected was gathered through questionnaires. The sampling method used was a purposive sampling technique. The sample in this study consisted of students at Borneo Tarakan University who had used Scarlet Whitening, and the sample size was 280 respondents. The analysis technique used is SEM (Structural Equation Modeling), which is operated using SPSS version 26 and LISREL version 8.80 software. The study results showed that variables of Celebrity Endorsement have a positive and significant effect on Purchase Intention, the electronic word of mouth variable has no positive and significant effect on purchase intention, and the brand image variable has a positive and significant effect on purchase intention. Celebrity endorsement variables affect purchase intention through brand image and have a positive and significant effect. Electronic word of mouth variable affects purchase intention through brand image and has a positive and significant effect.