PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP PURCHASE INTANTION PRODUK SPEAKER AKTIF ROADMASTER MELALUI BRAND TRUST SEBAGAI VARIABLE MEDIASI

Penelitian ini dilakukan untuk menguji pengaruh celebrity endorser dan brand image terhadap purchase intention melalui brand trust sebagai mediasinya. populasi penelitian adalah pelanggan yang pernah membeli produk Roadmaster, sedangkan
sampelnya adalah 97 konsumen produk Roadmaster yang diperoleh dengan menggunakan kuesioner online dan dipilih dengan teknik nonprobability sampling berupa purpossive sampling. Data dianalisis dengan metode PLS-SEM pada program
SmartPLS 4. Hasil penelitian menunjukkan bahwa celebrity endorser dan brand image berpengaruh positif terhadap brand trust, brand image dan celebrity endorser berpengaruh positif terhadap purchase intention, sedangkan celebrity endorser tidak berpengaruh terhadap purchase intention melalui brand trust, namun brand image berpengaruh terhadap purchase intention melalui brand trust.
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This research was conducted to test the influence of celebrity endorsers and brand image on purchase intention through brand trust as 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 and selected using a nonprobability sampling technique in the form of purposive sampling. Data were analyzed using the PLS-SEM method in the SmartPLS 4 program. The results showed that celebrity endorsers and brand image had a positive effect on brand trust, brand image and celebrity endorsers had a positive effect on purchase intention, while celebrity endorsers had no effect on purchase intention through brand trust, However, brand image influences purchase intention through brand trust.