The Effect of Celebrity Endorser and Brand Image on Purchase Intantion of Roadmaster Active Speaker Products Through Brand Trust as a Mediating Variable

Abstract

This study was conducted to examine the effect of celebrity endorsers and brand image on purchase intention through brand trust as the mediation. The research population is customers who have purchased Roadmaster products, while the sample is 97 consumers of Roadmaster products obtained using an online questionnaire aind selectied using nonprobaibilitiy saimpling tiechniques in tihe form of purposive saimpling. Daitiai were ainailyzed using tihe PLS-SEM metihod in tihe SmairtiPLS 4 prograim. TIhe resultis showed tihaiti celebritiy endorsers aind braind imaige haive ai positiive effecti on braind tirusti, braind imaige aind celebritiy endorser haive ai positiive effecti on purchaise intientiion, while celebritiy endorsers haive no effecti on purchaise intientiion tihrough braind tirusti, buti braind imaige aiffectis purchaise intientiion tihrough braind tirusti