Pengaruh Celebrity Endorser Terhadap Niat Beli Produk yang Dimediasi oleh Kepercayaan Merek (Studi pada Konsumen Produk Pantene di UMS)

This study aims to analyze the effect of celebrity endorsers on product purchase intentions mediated by brand trust (Study of pantene consumers at UMS). The population and sample of this study were students of Muhammadiyah University of Surakarta who used pantene products and the number of respondents as samples in this study were 100 respondents. The type of data used in this study is primary data. Data collection method using a questionnaire. Data analysis using hierarchical regression method hayes. The results of the analysis in this study indicate that celebrity endorsers have a significant positive effect on purchase intentions, celebrity endorsers have a significant positive effect on brand trust, brand trust has a significant positive effect on purchase intentions, and brand trust mediates the influence of celebrity endorsers on purchase intentions positively and significantly