<![CDATA[This study aims to analyze the influence of Celebrity Endorsement, Price, and Brand Awareness on Purchase Intention of Kahf products among the residents of Pontianak City. The research employs a quantitative method with a causal associative approach, and data were collected through an online questionnaire using a Likert scale, distributed to 204 purposively selected respondents. The analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS 4.0 software. The results indicate that Brand Awareness, Price, and Celebrity Endorsement have a significant effect on Purchase Intention, both directly and indirectly. Brand Awareness also acts as a mediator in the relationship between Price and Celebrity Endorsement and consumers’ Purchase Intention. These findings highlight the importance of brand strength, celebrity-based promotional strategies, and appropriate pricing in enhancing consumer interest in local products such as Kahf.]]>
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