Abstract
This study aims to find out how the influence of brand image mediates between celebrity endorsements and purchasing decisions (based on studies on skintific products at Tiktokshop). Tiktok shop customers who buy Skintific skincare are the population of this study. In this study, 120 respondents were used as a sample, and 100 respondents were returned. The sampling method involves using a questionnaire and distributing it through the Google form. In this study, the SPSS program was used to perform multiple regression analysis as well as the Sobel test using the website. Based on the findings of this study, the celebrity endorser variable has a significant effect on brand image; brand image has a significant impact on purchasing decisions; the celebrity endorser has a significant impact on the decision; and celebrity endorsers have a significant impact on brand image through purchasing decisions.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
