Online Advertising and Celebrity Endorsement on Purchase Interest: Brand Image Mediation

Purpose – This study aims to examine the effects of online advertising and celebrity endorsements on purchase interest among Samsung smartphone users in Indonesia, with brand image serving as a mediating variable. Design/Methodology/Approach – The study employed an explanatory quantitative approach with an infinite population. A total of 194 respondents were selected using purposive sampling. Data were collected through online questionnaires using a Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. Findings – The findings reveal that online advertising and celebrity endorsements have positive and significant effects on both brand image and purchase interest, while brand image also has a positive and significant effect on purchase interest. Furthermore, brand image partially mediates the relationships between online advertising and purchase interest, as well as between celebrity endorsements and purchase interest. Originality/Value – The novelty of this study lies in specifically examining the mediating role of brand image in the relationship between online advertising, celebrity endorsements, and purchase interest within the Samsung smartphone context in Indonesia. The findings provide practical implications that integrated digital marketing strategies combining online advertising and credible celebrity endorsements can strengthen brand image, enhance consumer purchase interest, and support sustainable competitiveness in the smartphone market.