Abstract
This research aims to analyze purchase intention in the influence of celebrity endorser credibility and mediated by brand love and belief in global brand citizenship. The population of this research is Tokopedia marketplace users. with a total sample of 194. The data analysis method uses Structural Equation Model-Partial Least Square (SEM-PLS). The research results found that celebrity endorser credibility has a significant impact on brand love, celebrity endorser credibility has a significant impact on belief in global brand citizenship BGBC, brand love has a significant impact on purchase intention, belief in global brand citizenship BGBC has a significant impact on purchase intention, celebrity endorser credibility has a significant impact on purchase intention. Brand love mediates celebrity endorser credibility on purchase intention. However, BGBC's belief in global brand citizenship, which mediates celebrity endorser credibility, has no influence on purchase intention. This implications of this research are discussed in the article
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