THE ROLE OF BRAND TRUST IN MEDIATING THE EFFECT OF CELEBRITY ENDORSER CREDIBILITY ON PURCHASE DECISIONS AT TOMORO COFFEE IN DENPASAR CITY

Abstract

Technological advancements have transformed consumer consumption patterns, making them increasingly reliant on digital information in purchase decision-making. This study aims to analyze the role of brand trust in mediating the effect of celebrity endorser credibility on purchase decisions among consumers of Tomoro Coffee in Denpasar City. This study employs a quantitative approach with a sample of 100 respondents and is analyzed using descriptive analysis and path analysis. The results indicate that celebrity endorser credibility has a positive and significant effect on brand trust and purchase decisions. In addition, brand trust is found to have a significant effect and to mediate the relationship between celebrity endorser credibility and purchase decisions. These findings are consistent with the S-O-R (Stimulus-Organism-Response) theory, which explains that external stimuli influence consumers’ psychological states, thereby driving purchase decisions. The implications highlight the importance of selecting celebrity endorsers whose lifestyles, characteristics, and values align with those of consumers in order to enhance brand trust and purchase decisions.