<![CDATA[Abstract. The increasing competitiveness of the fashion industry has encouraged companies to implement effective marketing strategies to enhance consumers' purchase intention. One of the most widely adopted strategies is celebrity endorsement, as public figures are considered capable of influencing consumers' perceptions of a brand and attracting their purchasing interest. This study aims to examine the role of celebrity endorsement in influencing purchase intention, with brand image serving as a mediating variable, among MiracleMates consumers. This research employed a quantitative method using descriptive and verificative approaches. A total of 170 respondents were selected through purposive sampling. Data were collected using a structured questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The findings indicate that celebrity endorsement has a positive and significant effect on both purchase intention and brand image. In addition, brand image positively and significantly influences purchase intention and significantly mediates the relationship between celebrity endorsement and purchase intention. These findings suggest that a positive brand image enhances the effectiveness of celebrity endorsement in increasing consumers' purchase intention toward MiracleMates. Abstrak. Perkembangan industri fashion yang semakin kompetitif mendorong perusahaan untuk menerapkan strategi pemasaran yang mampu meningkatkan niat beli konsumen. Salah satu strategi yang banyak digunakan adalah celebrity endorsement karena dinilai mampu memengaruhi persepsi konsumen terhadap suatu merek. Penelitian ini bertujuan untuk menganalisis peran celebrity endorsement terhadap niat beli yang dimediasi oleh citra merek pada konsumen MiracleMates. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Sampel penelitian berjumlah 170 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan SmartPLS Versi 4. Hasil penelitian menunjukkan bahwa celebrity endorsement berpengaruh positif dan signifikan terhadap niat beli dan citra merek. Selanjutnya, Citra merek juga berpengaruh positif dan signifikan terhadap niat beli serta mampu memediasi hubungan antara celebrity endorsement dan niat beli. Hasil penelitian menunjukkan bahwa pembentukan citra merek yang positif berperan dalam meningkatkan efektivitas celebrity endorsement sehingga mampu mendorong meningkatnya niat beli konsumen terhadap MiracleMates.]]>
