Penelitian ini bertujuan untuk menguji pengaruh celebrity endorsment, electronic word of mouth terhadap purchase intention dengan brand image sebagai variabel intervening pada produk lokal scarlet whitening (studi pada mahasiswa universitas borneo tarakan) penelitian ini menggunakan metode survei penelitian kuantitatif dan data yang dikumpulkan berupa kuesioner. metode pengambilan sampel yang digunakan adalah teknik purposive sampling. sampel dalam penelitian ini adalah mahasiswa univeristas borneo tarakan yang pernah menggunakan scarlet whitening dan jumlah sampel sebanyak 280 responden. teknik analisis yang digunakan adalah sem (structural equation modeling) yang di operasikan menggunakan software spss versi 26 dan lisrel versi 8.80. hasil penelitian ini menunjukkan bahwa variabel celebrity endorsment berpengaruh positif dan signifikan terhadap purchase intention, variabel electronic word of mouth tidak berpengaruh positif dan tidak signifikan terhadap purchase intention, variabel brand image berpengaruh positif dan signifikan terhadap purchase intention. variabel celebrity endorsement terhadap purchase intention melalui brand image berpengaruh positif dan signifikan. variabel electronic word of mouth terhadap purchase intention melalui brand image berpengaruh positif dan signifikan kata kunci: celebrity endorsment, electronic word of mouth, brand image, purchase intention

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. keywords: celebrity endorsement, electronic word of mouth, brand image, purchase intention