<![CDATA[This study aims to analyze the influence of Customer Review, Celebrity Endorsement, Perceived Quality, and Brand Image on Purchase Intention through Trust in Wulan Besuki Anchovy products. This research employed a quantitative approach using data collected through questionnaires distributed to consumers of Wulan Besuki Anchovy products. The study involved 122 respondents, selected using the purposive sampling technique. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS software. The results indicate that Customer Review, Celebrity Endorsement, and Perceived Quality have a positive but insignificant effect on Trust, while Brand Image has a positive and significant effect on Trust. Furthermore, Customer Review, Celebrity Endorsement, and Brand Image have a negative but insignificant effect on Purchase Intention, whereas Perceived Quality and Trust have a positive and significant effect on Purchase Intention. In addition, Trust is not able to mediate the effects of Customer Review, Celebrity Endorsement, and Perceived Quality on Purchase Intention, while Trust successfully mediates the effect of Brand Image on Purchase Intention for Wulan Besuki Anchovy products. The findings are expected to provide useful insights for business owners in strengthening brand image, maintaining product quality, building consumer trust, and developing more effective marketing strategies to enhance consumers' purchase intention and improve the product's competitiveness in the market.]]>
