<![CDATA[The purpose of this study is to identify and explain: (1) significant influence of the variabel of celebrity endorser and electronic word of mouth on purchase intention; (2) significant influence of the variabel of celebrity endorser and electronic word of mouth on buying decision; (3) significant influence of the variabel of purchase intention on buying decision. This type of research used in this study is explanatory research and the research method used is quantitative. The sample used in this study consist of 116 respondent with minimum age 17 by using purposive sampling. Data collection method used in this research was a questionnaire. Data analysis using descriptive analysis and path analysis. The result of this research showed that: (1) variabel Celebrity Endorser have significant effect on Purchase Intention, (2) variabel Celebrity Endorser have significant effect on Buying Decision, (3) variabel Electronic Word of Mouth have significant effect on Purchase Intention, variabel Electronic Word of Mouth have significant effect on Buying Decision, and (5) variabel Purchase Intention have significant effect on Buying Decision. Keyword: Celebrity Endorser, Electronic Word of Mouth, Purchase Intention, Buying Decision АBSTRАK Tujuan dari penelitian ini, yaitu untuk mengetahui dan menjelaskan signifikansi pengaruh Celebrity Endorser dan Electronic Word of Mouth terhadap Minat Beli, pengaruh Celebrity Endorser dan Electronic Word of Mouth terhadap Keputusan Pembelian dan pengaruh Minat Beli terhadap Keputusan Pembelian. Jenis penelitian yang digunakan dalam penelitian ini adalah explanatory reaearch serta metode yang penelitian yang dipakai adalah kuantitatif. Sampel sebanyak 116 orang responden berusia minimal 17 tahun dan menggunakan purposive sampling. Metode pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan analisis jalur. Hasil penelitian ini menunjukkan bahwa: (1) variabel Celebrity Endorser berpengaruh signifikan terhadap Minat Beli, (2) variabel Celebrity Endorser berpengaruh signifikan terhadap Keputusan Pembelian, (3) variabel Electronic Wrod of Mouth berpengaruh signifikan terhadap Minat Beli, (4) variabel Electronic Wrod of Mouth berpengaruh signifikan terhadap Keputusan Pembelian dan (5) variabel Minat Beli berpengaruh signifikan terhadap Keputusan Pembelian. Celebrity Endorser, Electronic Word of Mouth, Minat Beli, Keputusan Pembelian]]>
