<![CDATA[The intense competition in the smartphone industry requires manufacturers to continuously adapt to consumers’ changing preferences and needs. As a strong competitor in the smartphone market, Samsung faces intense competition from other smartphone brands in marketing its products. Therefore, companies need to develop appropriate marketing strategies to encourage consumers’ purchasing decisions. Among the various factors that may influence purchase intentions, Celebrity Endorser and Brand Image are considered to have a significant influence. The study aimed to explore the effect of Celebrity Endorser (BTS) and Brand Image on purchase intentions, both partially and simultaneously. A quantitative approach was employed involving 92 members of the ARMY community in Malang as respondents, and were selected utilizing a purposive sampling technique. Data were collected through a questionnaire, analyzed using descriptive statistics and multiple linear regression, and validated with SPSS Statistics 25. The data show that: (1) Celebrity Endorser (X1) has a partial influence on purchasing decisions (Y), with a t-value of 2.383 exceeding the t-table value of 1.986 and a significance level of 0.02 below 0.05; (2) Brand Image (X2) also partially affects purchasing decisions (Y), indicated by a t-value of 13.393 greater than 1.986 and a significance of 0.00 less than 0.05; and (3) together, Celebrity Endorser (X1) and Brand Image (X2) significantly impact purchasing decisions (Y), as shown by an F-value of 120.253 above the F-table value of 3.10 and a significance level of 0.00 below 0.05.]]>
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