<![CDATA[This study examines the effect of brand love on purchase intention, celebrity endorsement on purchase intention, celebrity endorsement on brand love, and the role of brand love as a mediator in the relationship between celebrity endorsement and purchase intention. The variables used include celebrity endorsement as an independent variable, purchase intention as a dependent variable, and brand love as a mediating variable. This study used a quantitative approach with SPSS 25 for data analysis. Sampling was carried out through a purposive sampling technique, and data were collected through a questionnaire with a Likert scale distributed online via Google Forms. The population of this study included all people in Semarang, Indonesia, with a sample of 100 respondents who were interested in shopping at Tokopedia. The results showed that brand love had a positive effect on purchase intention, celebrity endorsement had a positive effect on purchase intention, celebrity endorsement had a positive effect on brand love, and brand love can mediate the relationship between celebrity endorsement and purchase intention.]]>
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