PENGARUH CITRA MEREK DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN MEREK SEBAGAI VARIABEL MEDIASI

This study aims to determine the influence of Brand Image and Celebrity Endorser on Purchasing Decisions Mediated by Brand Trust (Case Study of Scarlett Whitening Skincare Users in Ternate City). This research is quantitative research. The population in this study were Scarlett WhiteningSkincare users, especially in Ternate City. The number of samples in this research was 112 respondents. The data analysis technique used in this research is using Smart Partial Last Square (PLS) version 4 as a statistical test tool.The results of this research show that: (1) Brand Image has no significant effect on Purchasing Decisions, (2) Celebrity Endorsers have no significant effect on Purchasing Decisions, (3) Brand Image has a positive and significant effect on Brand Trust, (4) Celebrity Endorsers have a positive effect and significant influence on Brand Trust, (5) Brand Trust has a Positive Influence on Purchasing Decisions, (6) Brand Image has a Positive and Significant Influence on Purchase Decisions mediated by Brand Trust, (7) Celebrity Endorsers have a Positive and Significant Influence on Purchase Decisions mediated by Brand TrustKeywords: Brand Image, Celebrity Endorser, Purchase Decision, and Brand Trust

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