Abstract
This research aims to analyze The mediating role of brand trust in influencing the relationship between perceived price and celebrity endorsement on purchase intention for Tridaya Tour and Travel Umrah packages. The type of research used in this research is explanatory research, with the research method being an explanatory survey that emphasizes quantitative methods. The sample is 175 pilgrims who have used and intend to use the Tridaya Tour and Travel agency to go for Umrah. The sampling technique was purposive sampling. The data analysis method uses Structural Equation Modeling - Partial Least Square (SEM-PLS). The research results show that perceived price has a significant effect on brand trust, celebrity endorsement has a significant effect on brand trust, brand trust has a significant effect on purchase intention, perceived price has a significant effect on purchase intention, celebrity endorsement has a significant effect on purchase intention, perceived price has a significant effect on purchase intention with brand trust as mediation , and celebrity endorsements have a significant effect on purchase intention with brand trust as mediation.
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