Pengaruh Celebrity Endorser dan Brand Image Terhadap Minat Beli Kue Solo Pluffy dengan Kepercayaan Merek Sebagai Variabel Intervening

This study aims to analyze the effect of celebrity endorser and brand image on purchase intention Solo Pluffy cakes with brand trust as an intervening variable. The population and sample of this study were students in the city of Surakarta, and the number of respondents as samples in this study were 145 respondents. The type of data used in this study is primary data. Data collection method using a questionnaire. Data analysis technique using SEM (Structural Equation Modeling) based on components or variance, namely Partial Least Square (PLS). The results of the analysis in this study indicate that celebrity endorser has a significant positive effect on brand trust, brand image has a significant positive effect on brand trust, celebrity endorser has no significant positive effect on purchase intention, brand image has a significant positive effect on purchase intention, brand trust has a significant positive effect on purchase intention, brand trust mediates the influence of celebrity endorser on purchase intention positively and significantly, and brand trust mediates the influence of brand image on purchase intention positively and significantly