Jurnal Multidisiplin Sahombu
Vol. 5 No. 5 (2025): Jurnal Multidisiplin Sahombu, July - August (2025)

Consumer Trust in Mediating the Influence of Brand Image and Celebrity Endorse on Purchase Decisions

Fatma Qori Amalia (Unknown)
Muhammad Shofiyuddin (Unknown)

Article Info

Publish Date
24 Jul 2025

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.

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Journal Info
Jurnal Multidisiplin Sahombu
Website

Abbrev

JMS

Publisher

SEAN INSTITUTE

Subject

Arts Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice

Description

Jurnal Multidisiplin Sahombu is at the scope of the multidisciplinary intended is only limited to the following points, Economics Politics Public Business Civil society, Finance Culture Arts ...