THE INFLUENCE OF CELEBRITY ENDORSEMENTS ON CUSTOMERS PURCHASE INTENTIONS THE MEDIATING ROLE OF BRAND TRUST

This research examines how celebrity endorsements influence consumer purchase intentions, focusing on physical attractiveness, source credibility, and the alignment between celebrity and brand, with brand trust as a mediating factor. Data was gathered from 200 participants through a structured questionnaire. To evaluate reliability and strength of relationship among variables, Regression Analysis and Cronbach’s Alpha were performed using SPSS software. The finding shows celebrity endorsements have significant and positive impact on consumer attitudes and purchasing behavior. Furthermore, results confirm that brand trust serves as a key mediator, strengthening the connection between celebrity endorsement and purchase intention. These insights validate the proposed hypotheses and emphasize the need for brands to strategically select endorsers who align well with their image. Future studies could expand by examining broader range of consumer groups and exploring broader influence of media and celebrity culture on consumer behavior.