Consumer Trust in Mediating the Influence of Brand Image and Celebrity Endorse on Purchase Decisions
Kata Kunci:
Brand Image Purchasing Decisions Celebrity Endorsers Consumer TrustAbstrak
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.
Unduhan
Referensi
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