The purpose of this study was to analyze the effect of online advertising,
celebrity endorsements, word of mouth, and brand image on purchase intention.
The selection of the sample in this study was carried out by simple random
sampling. Based on the criteria, 110 respondents were obtained as samples. The
data analysis technique used in this research is descriptive statistics, instrument
test, classical assumption test, multiple linear regression analysis test, coefficient
of determination, t test. Based on the results of the analysis, it shows that Online
Advertising, Celebrity Endorsement, Word Of Mouth, and Brand Image have a
significant and simultaneous effect on Purchase Intention. Online Advertising has
a positive and significant effect on Purchase Intention. Celebrity Endorsement has
a positive and significant effect on purchase intention. Word of Mouth has a positive
and insignificant effect on purchase intention. Brand Image has a positive and
significant effect on Purchase Intention.