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All Journal Jurnal Multidisiplin Sahombu
Fatma Qori Amalia
Unknown Affiliation
Arts Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice

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Consumer Trust in Mediating the Influence of Brand Image and Celebrity Endorse on Purchase Decisions Fatma Qori Amalia; Muhammad Shofiyuddin
Jurnal Multidisiplin Sahombu Vol. 5 No. 5 (2025): Jurnal Multidisiplin Sahombu, July - August (2025)
Publisher : Sean Institute

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Abstract

This research was conducted on the Kazami Brand, with a sample of 50 Kazami consumer respondents and processed using SEM SmartPLS 4.0. The results of the research show that there is a significant influence of brand image on purchasing decisions, there is a significant influence of celebrity endorsers on purchasing decisions, there is a significant influence of brand image on consumer trust, there is a significant influence of celebrity endorsers on consumer trust, there is a significant influence of consumer trust on purchasing decisions, there is a significant influence of consumer trustin mediating the influence of brand image on purchasing decisions, there is a significant influence of consumer trust in mediating the influence of celebrity endorsers on purchasing decisions for Kazami products.
Co-Authors Muhammad Shofiyuddin